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Because marketing opportunities in new media are relatively inexpensive, many organizations are tempted to try them without first understanding potential hazards. Approach these options with both a strategy grounded in knowledge of this new marketing terrain and the metrics that can gauge the effectiveness of your efforts. A recent BusinessWeek report found that just 38 percent of senior marketers are confident that they are able to measure their online marketing performance. With dollars spent on online marketing expected to grow from about 5 percent today to almost 20 percent by 2015, that's a significant number: almost two-thirds of all marketers don't know if their efforts are successful.
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