Influence people

Wednesday, July 6, 2016

Marketing Myopia 2016

Our “measure everything” age has engendered a new form of marketing myopia, says Todd Ebert in Convince & Convert.

"While marketers once accepted as fact that they didn’t know which half of their ad budget was wasted, today they’ve done a 180 and believe that if it can’t be measured, it’s not worth doing," Ebert says.

Marketers' new myopia causes them to put all their money on one number, whether that's SEO, podcasts or white papers, and to walk away from proven, but less measurable, tactics like advertising, PR and exhibiting at trade shows.

A riskier bet you couldn't imagine.

Betting only on search, for example, ignores every buyer who hasn't started her product research; while betting only on podcasts or white papers ignores every buyer who thinks she's finished it.

In fact, betting it all on one number—no matter how measurable—undermines the marketer's tactic of choice, Ebert says.

"If you don’t do anything to drive brand familiarity and interest at the beginning of the journey, then it won’t matter how well you optimize at the end because you won’t be invited into the buyer’s consideration set."


  1. Really great tips! We've cut way down on our meat eating, and we eat a lot of veggies too. Life is better for it. And OMG your alfredo looks incredible! click here

  2. You must give careful consideration to meetings before you get started - so use a meeting room in meeting space San Francisco to talk with your colleagues about how you intend to go about meeting your goals.

  3. Thanks for ones marvelous posting! I really enjoyed reading it, you could be a great author.
    I will make certain to bookmark your blog and
    definitely will come back very soon. I want to encourage that you
    continue your great posts, have a nice day! click here


Powered by Blogger.