Consumers Demand Engagement

EMARKETER — Marketers will continue to shift dollars from traditional to digital media in 2010, but simply including online ad campaigns and social media efforts is not enough for an effective marketing mix. According to the Alterian "Annual Survey 2009" report, the maturity of digital and social media requires integration of marketing strategies. Marketers must move from a focus on siloed campaigns to an emphasis on listening to and communicating with consumers across channels. More than one-half of marketers worldwide reported directing at least "a fair amount" of effort toward integrating their communication strategies to emphasize multichannel consumer engagement...