The future of successful marketing will revolve around an ability to measure the impact of integrated marketing, according to a recent report.

A Google-sponsored study by the Economist Intelligence Unit has found that many marketers are leaning towards a reliance on data that measures the effect of marketing on sales, reports Channel News.

This is especially the case in internet-based marketing, which is a market that is expected to grow significantly over the coming years as increasing numbers of people go online regularly.

“The future of marketing looks brightest for those firms that learn how to position brands within integrated marketing efforts and measure the impact of these efforts”, explains Nigel Holloway, the director of executive services at the Economist Intelligence Unit.

However, the report found that the methods of measuring the success of particular campaigns require significant improvement.

The area of image building and brand equity is currently the only sector in which the majority of marketing executives claim to be able to measure results precisely.
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