Stop Blaming The Economy

Oct 19, 2008 by Mark Maier

What a great mantra!  I think we have heard it all as we go out into the field to help clients and find that they really don't want to help themselves but instead want to curl up in a ball and hope the marketing fight will just pass them by without engaging themselves with consumers.  "We're cutting back and seeing how things go.", "I can't afford to advertise."  How can you afford not to, how can you afford to stay on the sidelines while your competitors are out gathering up your market share because you have decided not to market solutions to them, your competitors are the only ones presenting solutions and continuing the conversation.
Online Publishing Insiders David Koretz related what is happening with the economy to Online advertising, but it doesn't matter if you sell Online, Radio, or TV, the basic premise of what he is talking about should hit home. David talks about why more dollars aren't transferring to Online as quickly as time spent with the medium is increasing and I think we can all appreciate that argument as we get frustrated that our clients don't move as quickly as we would like them, he ties it back to a basic premise.... memorable engagement.  How do we get there no matter what medium we are in and why?
1) Forget Metrics - "There is only one metric in marketing that really matters: revenue.  Advertising may cause an immediate revenue impact, or it may have a delayed impact, but if it does not drive revenue, it was not successful."
2) Unleash the Artists - "We need the type of ads that get talked about around the watercooler Monday morning."
3) Drive Transactions - "Narrow focus ignores the opportunities that lie in leveraging the targeting information we have to help consumers find products and complete meaningful transactions.
If you are engaged with a web property, the article will have additional meaning for you, but the 3 topics he discusses here are key to any success.

To read the entire article click hereRelated Categories