Summary
With interactive marketing forecast to grow 17% in Europe this year and 32% in the US, the reliance of marketers on these channels becomes increasingly obvious. But with increased spend comes increased expectations; tracking results through basic measures such as click-throughs won't be sufficient. Interactive marketers need to progress from using these simple operational measures to looking at overall customer engagement with their messaging. In most cases, this will require working with a number of measurement and tracking vendors.
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