In amongst a bunch of gobbledygook with a few decent points halfheartedly mixed in, Max Kalehoff at MediaPost’s Online Spin throws out a true nugget:
[A]dvertisers are garnering the power to dial up or down according to their business goals --- for no other reason.
This is put a little gobbledygookedly, but it really is what I’m writing this blog about.
- Formulate a business goal
- Work out the marketing model to address that business goal
- Figure out how to track the model’s success (and not only with instant-gratification metrics, which will severely limit your tools, not to mention your ability to judge results)
- Launch the model and tracking
- Brutally cut or modify the model if your tracking shows that it isn’t addressing the original goal
Why else would you ever do any marketing at all?
No comments:
Post a Comment