Measurement. It’s often lost when it comes to adverting/marketing/communications. Why? Because it takes work and many advertising pros can’t deal with failure very well.
Like most things in life, failure is not a bad thing as long as you can learn from it. If you are not failing once in awhile, then you are not pushing the envelope and you are likely settling for status quo.
Today, my real question is how do you measure your marketing communications? It’s imperative to do so today. Ask the guy/gal in the corner office with the best view. They know that marketing today is a profit/loss function. They need to understand what’s working and what is not in this uber-competitive, over-communicated world.
The web has made measurement of your advertising/communications very real.
I hope to hear from you soon
Grant A. Johnson
Johnson Direct LLC