Pretty regularly, we see advertisers and marketers trumpeting the “impact” of their efforts.
I’m usually afraid to ask what the measurements of success are that are being used. Because too often, the things are being measured aren’t really valuable, but from the spin factor, they are valuable as tools to change and redirect a conversation.
Here is the bottom line, if you are in an organization…your ultimate role as a marketer is the create sustainability and success. If you are in a for-profit, dollars matter. If you are in a non-profit, dollars still count with a side of mission. If you are in a campaign environment, dollars still count and votes.
When you think about your marketing and advertising from the point that no matter what kind of organization you are involved in, you have an accountability to deliver dollars so that you can fulfill your mission, it changes the conversations that you will have about the tactics you will use.