CHIEF MARKETER Feature Story: October/November 2009 (DMA 09 Issue)
Author: Grant A. Johnson, Johnson Direct

We’re a good half-decade into the age of advertising accountability and most marketers are still struggling to quantify their spends.

The ever-evolving media landscape, from billboard and brand advertising to trade shows and web/podcast events, social media and even traditional media like direct mail, ads and mass media have made both media buys and accurate measurement about as easy as running a 4-minute mile.

Marketer’s increased workload, combined with tighter budget constraints, a plethora of media options and generally shrinking marketing departments, makes “accountability” a seemingly impossible feat. Especially since marketing credibility has become an issue among many upper executives, the task of making your advertising/marketing more ROI-centric has become even more difficult.

The shift in marketing dollars to social media adds fuel to the firestorm, as social media outlets are very hard, sometimes nearly impossible, to quantify and measure. Yes, they are often inexpensive, but money spent without a ROMI payback model is money wasted.

Read Make the C-Suite BELIEVE. Written by Grant A. Johnson; published by Chief Marketer.

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