4 Tips Aimed at Defending Digital Marketing’s Value
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“Half the money I spend on advertising is wasted; the trouble is, I don’t know which half.”
John Wanamaker’s famous quip may be less true today than it was when he said it — we have so many ways to track and assess advertising and marketing performance. And yet, those same tools — largely digital tools — have also created unrealistic expectations for many marketers. This especially true for B2B marketers for whom sales aren’t consummated after a website click.
So we’re left in a state where the data available to us (and boy, there’s a lot of data!) doesn’t tell the whole story.