©IDG Communications, Inc. Photo contributed by Matthew Mikaelian.
Over the last few years, I’ve had the privilege of teaching several hundred marketing executives through Rutgers University’s Center for Management Development. I’ve started every class with the same question – what is your top digital marketing challenge? What follows below is the collection of answers from the marketing executives, which are increasingly common across classes, regardless of industry.
More and more marketers are making the transition to digital and allocating more spend to digital. This shift is also accelerating, even among industries that were historically reluctant or laggards in adoption. The economic downturn of the last few years forced brand marketers to try digital; once they have been on the other side of the “Grand Digital Canyon” and tasted the new metrics based on actual users’ actions, rather than audience sizes, there’s no going back. But many still have very logical and practical questions for making the transition.