CMOs report mixed success with digital marketing

04/20/2009 | Brandweek

Although digital is the best use of scarce ad dollars in the downturn, the segment needs better tools to demonstrate ROI, Heidrick & Struggles found in a survey of 111 chief marketing officers. The survey found marketers are confident in their ability to execute online surveys and contests but less sure about more cutting-edge formats such as mobile. In addition, 55% of those surveyed reported disagreeing with the statement, "We trust our ad agency partner to provide us with the digital marketing expertise that we need."

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