Marketers Need Metrics to Integrate Traditional and Digital Media

Anybody got a flashlight?

When it comes to integrating digital and traditional media, vital to marketing success today, conflicting views abound. Too many marketers feel as though they are working in the dark.

According to a joint study by the American Association of Advertising Agencies (4A’s) and the Association of National Advertisers (ANA), only 7% of US marketers were very satisfied with their progress integrating online and traditional media.

Fully 52% of the respondents were only somewhat satisfied, and 31% were dissatisfied to at least some degree.

eMarketer estimates that digital ad spending will make up 9.9% of the total US ad space in 2009. Therefore, it comes as no surprise that a large plurality of US marketers allocate 5% to 10% of their media budget to the Web.

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