Advertising Results Should Matter

Most readers of this Blog will agree that measurable marketing is growing and that measurement is critical in the client-ad agency relationship. But it’s hard to get advertising and marketing firms to change their ways. This was brought to my attention by a recent Adweek article on the lack of incentives for performance based marketing.

The web, microsites, email, direct mail, SEO, banners/links/placements, mobile, word-of-mouth, social media, even traditional media and PR can be measured, albeit not perfectly. Marketing today is and should be about accountability and relevancy to the customer/prospect. The problem, I think, is that most traditional shops still try and sell their killer creative and treat the web and other emerging channels separately and want to cling to the past. They fail to understand that marketing is changing.

Saatchi & Saatchi CEO Kevin Roberts was interviewed in Business Week and he still sells and believes in the killer creative that does not work nearly as effectively as in the past. While I admire his conviction, the article goes on to talk about the shift in marketing to those who understand and practice measurable marketing. Both articles are worth the read.

Grant A. Johnson

Johnson Direct LLC



About johnsondirect

A prominent measurable marketing strategist and nationally recognized thought leader, Grant serves as president and chief marketing officer for Johnson Direct, a measurable marketing communications and direct branding™ counseling firm that employs multi-channel marketing strategies that are testable and accountable. He is also a sought-after public speaker, marketing trainer, award-winning author, copywriter, and consultant.
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2 Responses to Advertising Results Should Matter

  1. Hunter says:

    Grant, a lot of the media you mention are considered “new,” and a lot of the problem is that advertisers do not trust them, even though they can be measured. This is particularly a problem on a local basis.

    I submit this article as an example of problems we are having in this market (mainly because I’m quoted in it!)

  2. Good feedback and a good article Hunter. You raise a great point; that is you must test — both “old” and “new” media to find the right mix to determine your best ROI. Personally, it saddens me that newspaper readership is down in the “old” printed format. Then again, I was a paperboy at 12 and read the whole paper before most of my customers awoke.


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