Some very good content in this article. A major concern is the emphasis on measurement in digital could be stifling creativity (especially in smaller businesses). Given a relatively knowledgeable managerial team this concern should be fading as we see the impact of great creativity.
“I really like the concept that the modern day marketer needs to be part-artist and part scientist,” says Mark Brayton, content marketing director at Barclays UK. “That blend is what I look for in my team. You need to know all the things that drive short-term interest and intrigue but you also need to be able to understand what impact that is having on some of your ongoing trading and performance metrics, and that is where the deep analytical knowledge is required.”