ARTHUR GOLDSTUCK: How do marketers prove their worth in the digital era?
The era of digital analytics and social media engagement is turning marketing on its head as boards and executives demand a clear link between investment and return. The problem is that old cliché, about only half of advertising being effective but no one knowing which half. The difference today is that companies now demand an answer to that question. Precisely because so much more data is available, it is taken for granted by executives that return on investment is more measurable. But the industry is still playing catch-up."We are seeing a big shift in marketers saying they really need to understand return on marketing investment," says Richard Mullins, CEO of marketing strategists Acceleration. "What is the value I'm generating and how am I going to measure its impact on the business? "If you speak to serious strategists and key people in marketing, most accept that it has lost some of its credibility in the boardroom, and is being seen as a cost centre because it is struggling t...
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