It occurs to me that everyone and everything can and should be held accountable. Despite this, so much of what we do in Marketing is not held accountable, or certainly, in my view, not accountable enough. There are many things that are said to make digital communication attractive as a communication and indeed marketing tool, […]

It occurs to me that everyone and everything can and should be held accountable. Despite this, so much of what we do in Marketing is not held accountable, or certainly, in my view, not accountable enough. There are many things that are said to make digital communication attractive as a communication and indeed marketing tool, but for me nothing makes it more attractive than the potential it offers to make marketing strategies and tactics more accountable. It seems to me that whenever you spend a dollar on marketing you should first want to quantify the likely return on investment and then secondly how you are going to measure progress towards that return. For me the biggest criticism that can be levelled at advertising agencies, PR firms and even digital consultants relates to their failure to engage with accountability. Ultimately however it is up to the enterprise tom measure the return…