• by Laurie Sullivan , Staff Writer @lauriesullivan, January 26, 2010

Marketers are beginning to tap into technology that allows them to see the results from integrated marketing plans. It's still a bit of a technical challenge, but triggers can identify a correlation between searches on engines, clicks on paid search campaigns and rises in conversions when display ads run.

For social media to gain acceptance from C-level execs, these types of tools that tie results to offline measurements and campaigns becomes critical, according to Amber Naslund, director of community at Radian6, during a panel on social media measurement moderated by 360i's David Berkowitz.