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New Trend: ROI Out, Marketers Now Focus on Intellectual Capital

Panelists at Wednesday’s Business Marketing Association’s What to Expect 2006 formed a consensus that marketers should invest more in intellectual capital in the b-to-b arena and worry less about return on investments, writes B to B. Leaders from companies like Ernst & Young, Doremus Advertising and Google agreed on the importance of intellectual capital in 2006 - an interesting and, perhaps, ironic shift, as marketers have been urging their agencies to shine the spotlight on ROI in the last few years.

Further discussion involved using wireless portable technology and live events in b-to-b marketing. Panelists also questioned new techniques of measuring a campaign’s online and offline elements in tandem.