Scrutiny of Results
Kim Feil, CMO of Walgreens, believes that the changing face of marketing is characterized by more scrutiny of both short- and long-term marketing results. She says the days where marketers personally assured clients their efforts were working are gone. Now, clients expect hard data to prove influence, and expect to see results sooner.
“It's becoming even more urgent that marketers be able to be accountable for the results of their own marketing.“
- Kim Feil
- Published July 2010