Click Z is running a story about the interactive advertising industries new campaign to rehab their image and convince people to stop looking at click through rates and start paying attention to other factors as a metric of success. Color me unimpressed.
It’s probably not good that as a marketing professional, I have such little faith in the ability of most marketing activities to generate any kind of results. I want to be convinced. I really do. I mean I bought a Bowflex based almost exclusively on the success of their ad campaign (and the fact that in my reasoned opinion it looked like a pretty good product that would do what I wanted it to do). I know it can work, but most of the time it doesn’t.
I know it’s a poor workman who blames his tools, but there you go. And, this isn’t likely overcome those feelings one little bit. Maybe what we need are better tools to gather information. I’ll be the first to complain that our systems can’t give me the data I need to measure effectiveness, but what they do show me suggests that our fledgling on-line promotional activities don’t do much.
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