Ever feel like determining marketing objectives somehow always become a brand vs. direct marketing competition? Who would you place your bet on? Can awareness and engagement objectives live in the same playing field as monetary conversions?
I remember when digital was called “interactive.” Somewhere along the way it changed to all things “digital.” This included not only website clicks or interactions, but all things that influence that click.
I can’t tell you how many times that “s” word comes up in digital marketing and throws everyone into panic. It’s the elephant in the room. Everyone seems to want to define what “strategy” means and what one should be (Not to mention that it’s part of [Read more…]