http://www.hotelmarketingassociation.com/blog All aspects of marketing in the hotel industry Sun, 02 Oct 2011 12:14:57 +0000 http://wordpress.org/?v=2.8.4 en hourly 1 http://www.hotelmarketingassociation.com/blog/2009/is-marketing-accountability-destroying-creativity/ http://www.hotelmarketingassociation.com/blog/2009/is-marketing-accountability-destroying-creativity/#comments Thu, 01 Oct 2009 09:22:48 +0000 Pam Carvell, Marketing Consultant http://hma.bbbtestsite.co.uk/?p=15 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. In this economic climate, we are therefore seeing masses of very similar emailings from all the hotel chains and websites that say little about the brand, but simply prompt you to reserve a room. This makes me believe that this need for accountability is destroying creativity and innovation in marketing, at a time when what we really need is exciting new ideas.

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