Don’t Let Metrics Kill Your Marketing

Anyone who’s seen “Mad Men” will recall the classic, season-ending scene where Don Draper dreams up the Coca-Cola ad campaign. Sitting cross-legged on a grassy cliff, mid-Yoga session, the idea hits him for the iconic 1971 ad, “I’d Like to Buy the World a Coke.”

Don’s wistful “aha” moment is a stark reminder of the most critical, yet recently overlooked aspect of marketing: creativity.

The shift to digital and online in recent years has completely overhauled the marketing approach, leaving marketers under tremendous pressure to execute on ideas quickly and prove value through clicks, views and downloads. In one 2017 survey, marketers reported their top two challenges as generating traffic numbers and leads (63 percent) and proving the ROI of marketing activities (40 percent). This mentality has led to an obsession with numbers that is killing the creativity at the…

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