"Half the money I spend on advertising is wasted. The trouble is I don't know which half."-- legendary American retailer John Wannamaker
The world of change(d) by Mitch Joel
We're about to enter a very different media generation. Accountability for TV ads is going to become as precise (if not more detailed) than what the people in search engine marketing have known for over a decade. We're going to soon have a much better idea as to what creative works, how much of it was truly seen, and if it had any impact (beyond people hitting a "skip this ad" button). Something tells me that traditional advertising is going to be in for some tough truths about the type of work that is being produced, and the value behind the entire process. Directly correlating sales and interest to TV ads isn't going to be the type of metric regulated to the specialized agencies any more. It's going to be table stakes in what will become a very complex game of finding optimal marketing mixes that are no longer so heavily weighted to TV ads over everything else.
The full article is posted on his blog, Six Pixels of Separation.
Measurable marketing isn't a fad. Thanks to the web, it's here to stay. Drew Williams writes extensively about measurable marketing on his blog, Feed the Beast. Full disclosure: I co-authored Feed the Startup Beast (McGraw-Hill, 2013) with Drew.