Monday, November 06, 2006

Marketing Is All About Measurement and ROI Today

Marketing Is All About Measurement and ROI Today
Just be careful what you measure — and how you measure.

Many of you have been telling us that your biggest challenge these days is not building your brand, attracting new customers, generating leads and penetrating new markets. It’s justifying your budget to senior management by quantifying the results your marketing campaigns.

Slap Together a Banner. Sit Back and Count the Clicks

Think that’s online advertising? Think again.

I’m sure most of you are familiar with the old quip from department store mogul, John Wannamaker, who said 50 percent of all advertising is wasted, but he could never tell which 50 percent. Fast forward 100 years and it’s more like: “20 percent of my ad budget is really working, but I don’t know which 20 percent or why.”

Sounds crazy, but let me share with you some real life examples from our clients and their agencies over the past year or so.

Online Advertising: Where Does It Fit Into the Marketing Mix?

Online Advertising: Where Does It Fit Into the Marketing Mix?
It depends where prospects are in the purchase cycle.