Marcomm Can’t Measure Results: Cison Survey

If marketing spend does fall, one perpetual explanation is lack of measurability. Feel free to add this Cision study to the evidence: they found that 73% of U.S. communications professionals (i.e., public relations staff) “do not have a good sense of whether or not there was any digital or real-world behavior driven from the brand’s content” Interesting implication that “digital” isn’t part of the “real world”.