Businessweek has a good story about the increasing pressure to measure the return on marketing dollars.
For years, corporate marketers have walked into budget meetings like neighborhood junkies. They couldn't always justify how well they spent past handouts or what difference it all made. They just wanted more money — for flashy TV ads, for big-ticket events, for, you know, getting out the message and building up the brand.
What was an art is becoming more of a science. That's a tough process because people who have been in the industry for years have been forced to use new and different paradigms, and we all know that change can be difficult. I'm still a firm believer that the science of marketing will progress until neuromarketing combined with better distribution technologies will make it possible to target individuals with the most effective ads possible. It will be a marketer's utopia, but that's still a few years away.