Consumers’ omnichannel habits make marketing measurement problematic. It’s time to rethink what measures matter.

ruler

Marketing measurement has gone from difficult to, in some cases, practically impossible.

Consider: According to Forrester Research, 68% of customers use Internet-connected devices while watching TV. “This makes measuring extremely difficult,” Forrester analyst Tina Moffett said during her session at Forrester’s 2015 Forum for Marketing Leaders.

Continue reading

Executives from Alaska Air, John Wiley & Sons, and Vans discuss how digital and customer expectations are changing their approach to marketing.

Driving marketing forward

Yvonne Genovese kicked off the Gartner Digital Marketing Conference reminding attendees that, in marketing, old and new are colliding: “The theory of ‘right’ [right customer/message/time/channel] is still here,” the Gartner group VP said, adding the caveat that the explosion of channels has many marketers challenged to get “right” right. “You have to find customers where they’re living,” she added. In many cases, she said, this means rethinking how marketing is organized, adding or changing roles, and learning new skills.

Continue reading