©IDG Communications, Inc. Photo contributed by Matthew Mikaelian.
According to a study by the Association of National Advertisers released in July 2012, the top concern of digital marketers is return on investment (ROI). Nearly two-thirds cited their inability to prove ROI in “new media platforms” as the main factor holding back greater investment in it, followed by having the right metrics to determine marketing mix across traditional and digital channels, and the lack of understanding of digital among management and key personnel. So, we continue to refer to digital vs. traditional channels and tactics. And there was good reason for this up till now. Digital was only just a tiny portion of the ad spend. And the metrics were entirely different.