On Marketing Accountability
What works and what doesn't? If we choose to do the same thing that works, are we not accountable for lacking innovativeness?
I recently received an email from Warc.com selling me a report on practices & metrics that make marketing profitable, among other details on marketing efficiencies.
While I do not plan to buy the report, I must agree the questions it seeks to clarify are very important to marketing professionals. Some questions are easily answerable by experience, while others remain debatable and largely dependent on implementation monitoring.
Consider the following:
- Which business goals make the best campaign objectives?
- Is pre-testing worthwhile?
- Is it better to focus on loyalty or penetration?
- Does a surround-sound media strategy actually work?
- Is television becoming less effective?
- Which are the most useful marketing metrics?
For instance, while I think pre-testing does have its merits in avoiding wastage, it can take time, and whatever effect it has on current projects will have to be considered. In other words, my take on this is case-to-case.
In the end, we are all accountable for our projects. Do we delay projects if only to ensure we are armed by the best move in the market? Or do we push for early launch?
Seems to me that while the study will be a good read on the markets are driven, and will surely have powerful insights based on quantifiable data, how potential situations will tend toward disaster, ultimately have to considered in light of the situation or the choices available in the market more than by statistical precedence. That is, is it playing safe, or pushing forward? How much of a risk do we bet our careers on?
If you are interested, order here.
posted by Jdavies @ 9/15/2007,
Jdavies lives in Quezon City, Philippines and has been blogging since 2002. A brand manager in a leading technology company and a freelance new media/web strategy consultant, he has refocused his blogging from personal, political & sociological observations, to marketing-related efforts and Internet trends that are relevant to his career and branding advocacies.
About This Blog
This blog is a depot of thoughts and observations on marketing trends which remain personally relevant to the Author as far as his marketing career is concerned. Having evolved from the personal blog of Jdavies, much of the earlier work contained herein are laced with personal speculation, political views, and similar advocacies. These posts are being kept for posterity's sake and for no other reason. No effort is being made to claim that the author will not contradict himself from his previous positions or that such advocacies are absolute.
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