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17.1.2011 Digital, ROI to shape 2011

Major marketers will primarily be focusing on return on investment, innovation and exploiting new digital channels in 2011, a survey has found. Research firm Forrester and trade title Advertising Age interviewed 20 senior executives, gauging priorities for the coming year.

"CMOs are scrambling to stay ahead of rapidly-changing consumer behavior, media, and technology but are also striving to achieve the accountability demanded in lean times," said David Cooperstein, a Forrester analyst. Some 52% of respondents suggested generating optimal results from communications budget, alongside enhanced measurement, constituted a core goal.

Encouraging greater innovation was a further target cited among contributors to the Forrester/AdAge report. This task covers all of the "four Ps" - product, place, price and promotion. Another 38% of poll participants said ensuring in-house structures were "agile and adaptable" was attracting their attention. An additional objective identified by Forrester and AdAge's panel was "developing a social media strategy that's right for the brand".

B.L. 17.1.2011