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Measurable outcomes are now expected for marketing programs -- 66 percent of executives say true ROI analytics are marketing's greatest need. But most companies are still using surrogate metrics, such as awareness, instead of ROI measurements.
Fragmentation Follies
Today's marketing quandary stands in stark contrast to the 1950s and '60s, the era when the modern marketing organization was born, and when many of its current leaders grew up...
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For the most part, it was an "Ozzie and Harriet" world of intact nuclear families moving into new homes in expanding suburbs. Everybody read Life or the Saturday Evening Post, took an a.m. and p.m. newspaper, watched the Big Three television networks, gleefully greeted the latest fast-food restaurants, and washed clothes with the same brand-name detergents...
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Making the Perfect Marketer
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