PUBLISHED
Many of you have likely heard the cliché, “I know half of my advertising works, I just don’t know which half.” Actually, it’s more like 1% to 37.3% of your advertising works, depending on who you talk to (Seth Godin or Rex Briggs), and whether or not you’re using traditional media and a traditional media mix vs. alternative and targeted media. That’s because, as consumers, we’re tuning things out. If you’ve paid attention to media effectiveness reports for a while now, you already know this (but why would you?).
So, stop advertising? No. Work with a professional who insists on a marketing plan and a well-crafted media plan that supports the marketing plan. Measure. Test. Adjust the mix. Repeat.
The problem typically has to do with an inflexibility on the part of agencies to adjust the mix when it has become clear that the campaign isn’t working. Today’s marketing environment simply won’t allow for that kind of procrastination. Insist on proactive measurement of campaign results.
One way we do this at MCG is by designing a robust inbound marketing mechanism on a client’s website. That way, we can measure everything we are putting out there in any medium.
Marketing isn’t a “faith-based initiative.” Insist on measurement of results. The ability of savvy agencies to track results is better than it has ever been.
Resources:
The McKinsey Quarterly
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