The majority of marketers believe they have fully mastered the basics of brand measurement, a new survey reveals.

According to a poll conduced by eMarketer, more than half (56.8 per cent) of marketing executives said they do not believe brand measurement is holding them back from online advertising growth, compared with 43.2 per cent of respondents who do.

The survey shows that metrics will continue to be a priority for marketers this year, with 50 per cent of respondents saying they intend to achieve measurable return on investments on their marketing efforts over the course of 2009.

Some 43 per cent of marketers also said they plan to integrate traditional media such as direct mail with online platforms, while 26 per cent intend to optimise their portfolio of brands.

Geoff Ramsey, chief executive of eMarketer, said that a “hybrid of traditional and digital approaches” will be key aspect of any successful marketing campaign this year.

A recent survey by the Online Publishers’ Association found that measuring a brand campaign is an important part of determining ad effectiveness.

Related Topics: General Marketing