Marketers Need Metrics to Integrate Traditional and Digital Media - eMarketer

Marketers Need Metrics to Integrate Traditional and Digital Media - eMarketer

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Now this is an interesting article with a much broader scope than what the tittle suggests. What do US advertisers identify as the biggest challenge in integrating off line and on line media? Knowledge! 'Having metrics to properly allocate the mix of traditional and digital media'.

This means that if we want to become better at what we do (which I would hope all of us aspire to) we need to have the right measurement tools and make sure we capture actionable insights. This means we need to work with K&I to make sure that creating a better understanding of the ROI of our media investments is high on our priority list. Budget is an issue? Yes, but one that can be overcome with the right level of perseverance and creativity: there are media owners out there who are dying to prove the effectiveness of their media channel! And let's not forget too that our media agencies have a role to play