An important poll recently conducted by JupiterResearch and Verse Group identified the top two priorities of marketing executives:

1.  Achieving measurable ROI on their marketing spends, and

2.  Integrating online and traditional media.

For those of us in the online marketing trenches everyday, this is not really news.   The fact that marketing executives are keying on ROI and the importance of online media confirms online marketing is quickly achieving equal status as traditional marketing vehicles.

As recently as Q1, our sales team noted that closing sales often required a bit of coaching with regard to how online marketing could achieve objectives for our clients.  As these clients tested the online marketing waters they quickly realized that the major advantages of online marketing goes beyond reach, frequency and GRP.  Online marketing offers trackability and therefore accountability.

Today, more and more of  our clients are integrating online marketing with traditional efforts, be it with email strategies, brand monitoring, sponsored search, or even website development.

Why would any marketing manager or media planner not consider online marketing media as equal to traditional media? Is it because it requires specialized knowledge?  Is it because some are afraid to leave their comfort zone?   What’s your take?  Can any company flourish without incorporating online media into their overall marketing plans?