In this iMedia Brand Summit session senior marketers give tips on how to elevate digital's role in the marketing mix.

A survey conducted by Atlantic Media Co. for the AAF found that 91 percent of respondents see the online media environment as "empowering to advertisers," enabling the ad industry to shape its own development. Respondents expect online efforts to rise to 20 percent of marketing budgets this year, up from 15 percent last year.

But 63 percent of these 140 advertising industry leaders said that big companies are "generally behind the curve when it comes to online ad strategy," and 58 percent said they have problems keeping pace with a changing digital environment.  

It seems we've proven online media's effectiveness with data, so why haven't CMOs made bigger shifts?

"It is hard to make online come to life. We still keep watching for great examples to show how online can back up TV. The more we can show success in other brands and categories the more it helps the argument," said Anne Murray, senior director of online marketing at Southwest Airlines.

Other concerns also include the traditional media mindset, budget allocation, quality of creative and convincing the CMO that internet spending is essential.

In this podcast, senior marketers who have effectively elevated digital media's role in the mix will explain the following: 

• What is it going to take for management teams to believe in digital marketing's scalability and results?
• How do you convince them?
• Who should you get on board to support you?
• How do you measure success and prove it?
• How do you fuel innovation within your organization?

Note: Our podcast theme was written by Derek K. Miller. Visit him online at penmachine.com.

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Speaker(s): Kevin Doohan, ConAgra Foods Global Marketing; Steve Kerho, Nissan North America; Tim Murphy, Anheuser-Busch; Anne Murray, Southwest Airlines

Format: 41:24, 37.9 MB, MP3