Ensuring Digital Marketing Delivers Sustainable Results

For many businesses, the digital world seems like an oasis in the desert. As traditional marketing wells dry up, online marketing directors are expected to save their businesses during the economic drought. What once were boutique groups focused on email or search marketing are now teams managing the full gamut of online options, including mobile marketing and social media. As consumers interact online, online marketers need to track their moves. Unfortunately, different marketing systems and vendors make it difficult to truly understand how the range of online marketing efforts work together to influence customers. With limited resources, many marketing directors are making critical decisions based on hunches and happenstance. How can online marketers easily recognize consumer behavior across online media? Is there an easy way to monitor the cumulative impact of all online marketing efforts? To meet these challenges, many businesses are turning to managed digital marketing services. Designed to help online marketers control the chaos, these services help coordinate and track the full range of online efforts, improving the response of campaigns, while providing added customer intelligence and improving customer brand experience. This white paper will examine online marketing trends and reveal the many advantages of managed digital marketing services. Online marketing trends Many struggling businesses are turning to online marketing to save themselves. "With so many marketers chopping their budgets, traditional media - such as print and TV - will see additional dollars flow online," said Carol Krol, eMarketer senior analyst.1 For example, Century 21 Real Estate recently decided to stop all national television advertising and focus its marketing efforts online. "Our own empirical results showed us that our online investments were performing substantially better at generating leads. We have a clear obligation to our franchises to stimulate clear and tangible leads, not just positive reference," said Beverly Thorne, senior vice president of marketing at Century 21.