Thursday, September 20, 2007

Why Online Advertising Doesn't Get It's Share

McKinsey & Co polled 410 marketing executives. Those already advertising online, said

52 percent "insufficient metrics to measure impact" (or absence of meaningful metrics)
41 percent "by insufficient in-house capabilities"
33 percent "the difficulty of convincing management"
24 percent "limited reach of digital tools" and
18 percent "insufficient capabilities at agency

more from Andrew McMains at ADWEEK

From McKinsey Quarterly:
How companies are marketing online: A McKinsey Global Survey
(need to register (free) to read the full article)

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