opportunity 123 of 150 In 2017 there is no excuse for failing to make your marketing and, indeed, your communication accountable. There is in 2017, as there was in 2016, a lot of talk about accountability. However,  many advertisers still fail to maximise accountability. Marketing should be an investment like any other and as such, […]

opportunity 123 of 150 In 2017 there is no excuse for failing to make your marketing and, indeed, your communication accountable. There is in 2017, as there was in 2016, a lot of talk about accountability. However,  many advertisers still fail to maximise accountability. Marketing should be an investment like any other and as such, should be every bit as accountable as other investments. It should, therefore be subject to: Quantifiable objectives or expectations Accurate measurement of performance An analysis of performance against objectives All too often, the only objectives set are – ‘more business’, when the truth is, an advertisement never sold anything. Marketing communication can drive enquiry, but it cannot sell. The campaign can only be evaluated against relevant objectives. All too often, there is no way for marketers to say with any certainty how effective a campaign was. All too often, marketers say that the effectiveness of…