Pervasive Engagement Management: An Essential Strategy for CMOs in an Anytime, Anywhere World
This is first in a series of papers that present emerging strategies and best practices for senior marketers to help their organizations prevail at today’s speed-of-light rate of change. Today's marketing executive needs to create and execute on global marketing strategies even faster than the technologies to implement them evolve. Success is not measurable so much by campaigns or even by conversions as by the complex Web of channels and touches that encompass an increasingly mobile, discerning and demanding digital consumer. Return on Investment is the old metric. What matters today is the relative cost and the long-term yield of building a unique ongoing relationship between your brand and your customer. Positive Return on Engagement is becoming the new measure of marketing success.