Online marketing needs better accountability and integration with offline campaigns, new survey finds

EIU Media Directory

A major new survey by the Economist Intelligence Unit finds that businesses will focus on international over domestic markets in the next three years

Leading companies recognise the growing need to measure the effectiveness of their marketing campaigns, but admit that they spend little executive time doing it, according to a global survey compiled by the Economist Intelligence Unit.

  • Half of all respondents think that the level of accountability for all marketing activities is "rising dramatically".
  • Executives spend less time assessing the performance of marketing campaigns than either planning or executing them.
  • Between a third and a half say they don’t know how to measure the impact of several of their online marketing activities either.

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