This quote from my good friend, Jay Filcher, CEO of Ooyala, a video analytics platform to track viewer engagement with actionable metrics across all devices.
It is a powerful blog post in answer to an open letter from ad agency heads in AdWeek about the paucity of metrics in video. He very effectively argues that they clearly aren’t aware of some important new engagement and metrics tools now available to them. Ironic.
While it is about video, it clearly could be about anything in marketing.
It’s time we stopped talking about ”new” versus “old” or “traditional” versus “online”. The basic question remains the same as it always has: “Are we engaging the target audience and are we causing individuals to make new choices to choose our product or service?”
This is the basic function of marketing and it has not changed at all. Are we putting together people and the products and services they want and need? If we aren’t, then we might as well pack up our bags and go write the great American novel. Or collect our crayons and go home, if that’s your bent.
It’s also time we stopped thinking about marketing as an art, and started using more of our scientific brainpower. We need to put some solid metrics around our marketing investments. I love the case study Jay quoted in his post:
Now THAT is a good use of data for decision-making.
I am the first to admit that not everything can be measured. But certainly we could be measuring a LOT more in marketing than we are currently doing.
When we measure and analyze effectively, everyone wins. Target audiences get more of what they want, the information becomes more customized and relevant and ad developers can be more efficient with their marketing spend. What’s not to like?
ThinkResults Marketing is a full-service marketing agency specializing in launch and repositioning projects. We have helped dozens of Silicon Valley and global clients raise millions of dollars in additional revenue and funding.
Contact us for a free 30-minute consultation on your brand project with our CEO and Founder.