Thanks for sharing your wisdom Lou... pure logic stirred up with decades of expertise and case studies that prove your words to be fact. Growth in these challenging times is likely if we as marketers look around, evaluate the competition, the marketplace and most importantly the consumers we wish to do business with. WHEN our messaging serves consumers, business will thrive. While Brad quotes Henry Ford, I'll give a shout out to 'Beauty and the Beast" which reminds us that this is "A TALE AS OLD AS TIME".
Great piece, Lou. As I say, advertising works, it's measurement that's broken. What's frightening is that given the subpar measurement standards the industry uses for ROAS -- attribution, match markets, synthetic controls and other quasi-experiments -- brands in their zeal to axe budget have no actual idea what is really driving sales in their mix.
Here's a piece that may be a good follow-on for your readers:
Recession-Proofing Your Ad Mix: Measure Twice, Cut Once
Nice piece, Lou! It reminds me of the (alleged) Henry Ford quote: “Stopping advertising to save money is like stopping your watch to save time.”
Thanks for sharing your wisdom Lou... pure logic stirred up with decades of expertise and case studies that prove your words to be fact. Growth in these challenging times is likely if we as marketers look around, evaluate the competition, the marketplace and most importantly the consumers we wish to do business with. WHEN our messaging serves consumers, business will thrive. While Brad quotes Henry Ford, I'll give a shout out to 'Beauty and the Beast" which reminds us that this is "A TALE AS OLD AS TIME".
Great piece, Lou. As I say, advertising works, it's measurement that's broken. What's frightening is that given the subpar measurement standards the industry uses for ROAS -- attribution, match markets, synthetic controls and other quasi-experiments -- brands in their zeal to axe budget have no actual idea what is really driving sales in their mix.
Here's a piece that may be a good follow-on for your readers:
Recession-Proofing Your Ad Mix: Measure Twice, Cut Once
https://www.linkedin.com/pulse/recession-proofing-your-ad-mix-measure-twice-cut-once-rick-bruner-1dwoe/