Untapped potential of online marketing

My comment for today’s Retail Wire newsletter pertains to the untapped potential of online marketing for the CMO’s (chief marketing officers) of retail companies:

Some of the CMOs’ frustration may be caused by the rapid transition from “old media” to “new media.” Many CMOs of retail companies were schooled in how to allocate a marketing budget between TV, print and other traditional media and are familiar with how to measure the results. “New media” are tougher to measure: How do you judge the efficacy of your website as a tool to reinforce your brand message and draw traffic to your brick-and-mortar stores, not just measuring them by the sales it generates? How do you gauge the impact of social networking and text messaging on your marketing message? There are some web-only companies (Amazon is the obvious example) who have figured this out, but most CMOs have a lot to learn.

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