Innovation, New Media Seen as Key Branding Skills

Executives are most likely to see more innovative approaches to targeting/marketing and capabilities in new media are the abilities their marketing organizations need to demonstrate during the next two to three years to build successful brands, according to [pdf] a study from strategic brand and marketing consultancy Prophet. The “2011 State of Marketing Study” shows that 84% cited more innovative approaches and 68% said new media capabilities (more than one answer permitted).
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