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Article

Measuring the Move to Digital

Marketing executives admit online initiatives are still a gray area

Marketing and Sales on Ulitzer

The economy is putting ever-increasing demands on marketers to make every euro count and demonstrate positive ROI. According to the "iStrategy" a leading program of Business, Marketing and Creative professionals (ran by GDS International), the demand to perform is driving marketers online. More than one-third of marketers attending the iStrategy program were surveyed and believed that interactive marketing ROI would be more profitable than traditional marketing-such as TV, radio and outdoor in 2010. In fact 27% of the marketers indicated they would shift Euro spend from traditional media into the digital space although 34% didn't know how to measure their online ROI.

Max Ford iStrategy Director went on to explain "The problem with shifting funds to digital initiatives is that consumers are gravitating to areas where the metrics are still pretty shaky, such as blogging, social networking, video and word-of-mouth. Paradoxically, under much pressure and with little choice, the drive for performance seems to be pushing marketers into spaces where they have few means to measure ROI, and we hope to help them find out how to do so".

The next iStrategy meeting will be held in Berlin early next year and includes Michael Donnelly, Group Director Worldwide Interactive Marketing, Coca-Cola and Michael Buck Global Head SMB Online Dell who will be sharing their success in moving into the Digital Space.

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John Funnell has worked in online media for over ten years, after achieving his First Class BSC Hons Degree (BBC Sponsored), John won Bos 18-21 Princess Trust Entrepeneur of the year at 21, setting up Clean Living Records Ltd (including www.BeatReview.com) with great success having many acts that charted in Europe and Canada. After selling the business John looked for a new challenge and joined GDS International, having a successful career in sales and Delegate acquisition, he worked up to Event Director EMEA, forging contacts with some of the biggest technology names in the world, this lead to John having a lead role in the creation of MeettheBoss.com and MeettheBoss.tv – the worlds largest business IPTV channel. John then took over as Marketing and Communications Director and ran a multifaceted global Marketing team for GDS International in New York, Sydney, Kuala Lumper and the UK.. John joined Global in 2011 with the challenge of supporting its growth by developing a solid Marketing foundation through various Digital, PR and brand initiatives.