I have always been a fan of marketing being accountable. A payback analysis should be part of the development of any campaign. However, in these increasingly digital-days, we measure just the last ‘click’, ignoring all the marketing that may have gone before to build brand awareness, or the multitude of emailings that generated initial interest. [...]
Articles including key element 'Marketing innovation'
Is Marketing accountability destroying creativity?
October 1, 2009 by Pam Carvell, Marketing Consultant | 1 Comment so far
Topics covered: Marketing Accountability
Key Elements: Emailings, Marketing Accountability, Marketing innovation
