PB Week: Embracing the digital marketing future


They are, writes Mike Berry, strategic digital marketing consultant and trainer for The Marketers' Forum, either:

i) "It's the future. We're doing loads of digital stuff. We love it."; or

ii) "Yes we know it's a growing area but the business is under real pressure right now and resources are stretched. Maybe next year."

If pressed about the much-used term return on investment from their digital marketing, the first group will usually admit they have no idea. Off the record, the second group may

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