For too long, we’ve taken the approach that marketing spending isn’t 100% measurable. It comes back to John Wanamaker’s famous quote: “Half the money I spend on advertising is wasted; the trouble is I don’t know which half.” This rings true for far too many marketers, even in 2023.
Marketing is the most challenging capability for organisations to build from the ground up. It’s where art meets science, it’s the soft stuff, it’s halfway between sales and product, it’s where people who don’t know how to make money or stuff go to work.
Gone are the days when all you needed to worry about was Search Engine Optimization (SEO), hitting the right keywords and technical management of the back end of your website.
The evolution of advertising and marketing over time has been impressive, where we can produce marketing campaigns and projects efficiently and across many different platforms. But there is something to say about the old way of doing things, especially in the marketing world.
