South Africa, March 13 -- Digital marketing is now a core, strategic part of the marketing mix, not just an experimental channel. The fun years of being the new kid on the block, where digital departments were left to their devices, are over. Digital marketing efforts are being monitored more closely, procured more directly, and viewed as a strategic growth driver in the business.

What's more, measurement is key for smarter media use. According to Think with Google, marketers that invest over 10% of their total budget in measurement are more likely to beat their sales targets by 25% or more. In addition, the same report highlights that even though 83% of CEOs see marketing as a growth driver, 45% of CFOs have rejected a marketing budget ...