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Forrester's digital marketing prediction sparks hot debate

Digital *spend* may be only 15% (maybe for your company anyway - it's a lot higher at ours) but that doesn't mean that the efforts only make up 15% of the results. Digital activity is usually substantially cheaper than traditional offline activity, such as Direct mail, and can have a much higher response rate as that is where consumers are moving to. I doubt the term 'Digital' will be dropped for a while but as all companies should be striving towards fully integrated campaigning, there is no reason why it shouldn't be dropped in the future. And yes... I work in Digital (Client side!)

Thu, 17 Jan 2013

11:46 am