Pando reports: We’re in the second decade of the advertising and marketing revolution brought on by the Internet, one that has ripped the heart out of the print media industry. Digital content is targeted and responsive now, offering marketers detailed insight into who clicked, who read, and who shared.
Except the sad thing is, as evidenced by Contently’s The State of Content Marketing Measurement report, a survey of 302 marketers across April and May, is that no one really knows if the new information on offer makes any sense.
The statistics are staggering: 91 percent of marketers Contently spoke to had some level of uncertainty to whether the content performance analytics they used were a good gauge of business impact. [Continue reading…]