DMA: 2010 – Channel Integration + Marketing Technology + Data = ROI

by Bill Harriss on October 19, 2010

Bill Harriss

Bill Harriss

This year’s DMA:2010 show in San Francisco was chock full of sessions and exhibitors talking about how to best navigate this interesting marketing landscape of emerging channels like social media and mobile, the explosion of data, and the challenges marketers are facing to attribute success and ROI. The scales have been tipped to the point of no return for marketing organizations to combine the right creative marketing savvy with technological know-how and then apply the right amount of analytics to make sure all efforts are delivering solid ROI.

Based on what I saw, the new leadership at the DMA appears up to the challenge of transforming the organization to be relevant and essential to the new breed of targeted marketer who needs to understand the best ways to leverage all the marketing channels, technologies and abundance of data that can be overwhelming for most marketing mortals.

It is true, folks, the age of the “always-on” consumer is here and most of us are busy trying to catch up with ways to engage, entertain and inform our customers and prospects in ways that didn’t even exist a few years ago.

Like any great industry trade show, I came away exhausted and refreshed at the same time. Much richer for the numerous conversations with colleagues and acquaintances, old and new, that gave me new-found energy and enthusiasm for the interesting road ahead.

Thanks again, DMA, we can only imagine what’s in store for us next year in Boston!

About the Author:

Bill Harris is a Practice Leader in the Healthcare and Consumer Markets for marketing analytics firm SIGMA Marketing Group.  Connect with Bill on , or follow him on .

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