Today, marketers find themselves today in
an interesting position. Over the last 2-3
years, they have experimented with digital
media campaigns, expanding the scope
and budget as they gained experience.
Digital media budgets have grown to
the point where marketers must have
robust methods for demonstrating return
on investment to satisfy senior executives
and shareholders.
Today’s central question remains: how do
marketers determine—in a quantitatively
and qualitatively accurate way—the offline
impact of online marketing?
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