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Hard times mean an increased emphasis on financial accountability
Uncertain economic times mean that financial accountability and marketing are going to go hand-in-hand whether we like it or not. In the blog post 7 Strategies for B2B Marketing during a Recession: The Definitive Guide, Jon Miller, VP of Marketing for Marketo, states, "...marketing investments must be justified with a rigorous business case and should be amortized over the entire ‘useful life’ of the investment."

Yet marketers are notoriously poor in this area.

In Trends to Watch in 2008 from Bob Liodice of the Association of National Advertisers, it states: "...despite enormous efforts, 42% of marketers were dissatisfied with ROI measurements and metrics. In about half of the companies, marketing and finance don't speak with one voice or share common metrics..."

And the 2008 Marketing Outlook report from the Chief Marketing Officer (CMO) Council found that 21 percent of marketers are either still trying to gain traction or are stalled and losing credibility in their organizations.

Surprised? Don’t be. Financial accountability is a huge challenge for marketers, but one that needs to be addressed. Specifying audited media in your ad plan is a good first step—especially if you need to zero-in on specific vertical markets. If you’re going to be held accountable for every dollar spent, you need to know exactly what you’re buying. Audited media is the only sure way to know the audience is real. And remember, it’s not just print media—digital may be the way of the future, but we’re still accountable for our online advertising expenditures.

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