By this point, we've all become aware that the fundamental way that people make buying decisions has changed. We know that the internet is leveraged heavily, and people are leveraging tools such as review apps (i.e. Yelp) to help make informed decisions. They are not only communicating with one another online, they are also communicating directly with companies online through social media.
Marketing sure has come a long way over the years. Historically, marketing was always considered a very difficult thing to measure. Unfortunately, as a result of this, it was generally the first area cut when a company looked at expenses. With the digital age and the tools that are available now, marketing is now considered a part of the sales process and it is possible to report on the return on investment as a result.