IBM Releases “The State of Marketing 2011” Survey Results
• Understanding Marketing Attribution Still the Holy Grail: Marketers are getting more serious about using cross-channel attribution to understand marketing effectiveness. In the ranking of top marketing issues, “attributing success to marketing” took the second spot. Those marketers who adopt an Interactive Marketing strategy will already have a centralized view of marketing touches, i.e. a centralized interaction history of marketing contacts and customer responses.
“’More’ is certainly the key word for our times. But as the results of our annual survey of marketers reveal, the proliferation of marketing channels and the simultaneous explosion of data pose a wealth of challenges for marketers in 2011,” said Paul McNulty, EMM Marketing, IBM. “Marketers are looking for ways to turn more marketing possibilities into better marketing results.”
To view the complete survey results, please visit http://www.theinteractivemarketingjourney.com