Two recent articles in eMarketer present an interesting juxtaposition and challenge for the interactive marketing community: digital media continues to play a greater role, but integration is seen as lacking.
In one article, eMarketer demonstrates that marketers are increasingly shifting advertising budget towards digital media. More than 70% of advertisers surveyed by eMarketer will increase their spend in 2009 for social media maketing, seach engine marketing (SEM), and mobile marketing in particular. However another article from eMarketer the day before identifies that half of those surveyed are still only allocating 10% or less of their total advertising budget to the online space. What's getting in the way of these folks leveraging interactive channels to get better ROI? The number one answer is not "having metrics to properly allocate the mix of traditional and digital media." Another popular response was "it is difficult to get multiple agencies to collaborate effectively on integration."
It seems the lack of metrics and accountability with traditional media, combined with the paucity of true cross-channel marketing providers, is causing advertisers to still ride the brakes on getting the most benefit they can from interactive marketing.
What metrics would you propose to compare offline and online effectiveness?
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