This morning I received an e-mail with a couple of fascinating tidbits from the 2007 Marketing Outlook survey by the Chief Marketing Officer (CMO) Council. According to the survey, the top two priorities for CMOs for 2007 are:
- Quantify and measure the value of marketing programs and investments
- Improve the efficiency and effectiveness of the marketing organization
Well, if that doesn't speak directly to the basis of post-click marketing, I don't know what does. 2007 is the year that the focus moves to what happens after the click. This quantifies and measures online from a true value perspective — acquisition.
And — when taken in the context of the post-click management ecosystem of creating, testing, analyzing and adjusting — ROMI increases. That tracks directly to goal number 2 — efficiency and effectiveness. CMOs know what's important in 2007. Right on.
— Justin Talerico
