• by Laurie Sullivan , Staff Writer @lauriesullivan, January 25, 2010

Marketers have begun to look at agencies and ask for performance-based compensation methods. Mike Pugh, vice president of marketing at j2 Global, says his company has begun to offer this service. Mary Huffman, executive vice president, Ionic Media, sees performance opportunities in media that wouldn't have traditionally allowed the new avenues.

Frances Friedland, senior marketing manager at Vail Resorts, relied on long-lead campaigns until their customers started changing booking habits. Trying to following more than just the sales, some of the success metrics now include cost per engagement. She says the goal is to use display and search advertising more as a way to find new customers.