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I think the changing face of B to B marketing includes a shift, obviously, towards more
of the digital stuff. I think there’s a big change in the marketing mix in the tools
that we have. I think it’s revisiting budgets. And I think that certainly measurability and
accountability of programs, which is so much easier in the digital world is at the forefront.
And if you can’t prove the value, you’re going to lose the funding for the projects
that you have. I think the change is manifesting itself in that there is just a real expectation
from senior management for accountability for marketing programs. You know, you just
can not say any longer that, “Oh, you know, it reaches this many people.” I mean they’re
looking for measurable results. And if you can’t-- I know that not everything that
is value can be measured, but if you can measure it, and digital is measurable, you have to
do it.