Improving ROI with Marketing Optimization
Publication Date: Thursday, August 29, 2013
Document Format: PDF
Faced with an unprecedented number of opportunities to tailor messages, how do marketers identify the optimal strategy that will deliver the best returns from their investments? The answer and focus of this paper is Integrated Marketing Management (IMM). By 2014, companies that develop an IMM strategy will deliver a 50 percent higher return on marketing investments than those that dont. That prospect alone ought to make marketers take notice.