From conversation to conversion

How to get efficiently and effectively from conversation to conversion?

To answer this question, marketeers need answers on many issues including optimizing spending, budgeting, organizing and navigating agencies.

In the meantime, the balance of investment is shifting as companies spend less on media purchases and more on labor-intensive tasks such as managing digital content.

Marketeers share sincere ambivalence about the optimal organizational 'home' for digital activities, but some patterns are emerging that suggest how companies could build their digital capabilities.

Instead of trying to guess the perfect marketing model in a fluid Marketing Eco System, companies need to think about how to maintain maximum flexibility and adapability. A more dynamic approach to strategy - one that emphasizes interative experimentation in order to keep pace with incessant change - improves the 'adaptive advantage'.