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.