Posted on May 6, 2009
Creativity is overblown by those who work in the advertising industry. They are more interested in creating something cool that will be reviewed well by their peers than they are in getting results for their clients, or in connecting well with the target audience.
The branding agencies we work with don’t even make an effort to track results. They may see an uptick in response, but they don’t know why it is happening.
This is why most marketing budgets are shifting online now where we can segment, track and actually prove return on investment for all our initiatives. Online marketing also allows for a one-to-one marketing opportunity that television, outdoor, print, and radio will never have.