Demand Accountability from Your "Brand" Advertising
June 16, 2011A famous quote from John Wannamaker, a 19th century pioneer in advertising is:
“Half the money I spend on advertising is wasted; the trouble is I don’t know which half.”A year or so ago I’m sitting in on a client meeting where a large business is doing their new year’s strategy session. Also in the meeting, is the publishing company our client is spending a sizable chunk of change with. Everyone is talking about “creatives” (ads), impressions (times people saw the ad), and other marketing buzz-words. We were tracking the results of these ads being run on their website, though and we asked, “So what kind of results are these getting?” Dead silence… We then pointed out, in the last year of tracking these ads
- there wasn’t a single lead generated
- 94% of the people never clicked through to see another page on the website.
- the ads weren’t even sending people to a page on the website that talked about what the ad talked about. The visitor then had to click 2 more times (amongst a wide variety of choices) to get to the info that they originally clicked to read about
- “Do my brand advertising and lead generation have to be mutually-exclusive events?”
- “Is there no possible way to tie my marketing to results – and am I 100% sure of that?”