One of my favorite sayings in marketing is “Just when you think you know something about this business, someone comes a long to prove you wrong.” I like it because I coined it. There are no hard and fast rules about advertising, marketing and branding. There are many good rules, but no absolutes. You have to know, in your gut, when to break the rules…and that’s the fun part!
Those in the business who have actually spent some real money and seen what an investment in marketing can do tend to have a pretty good handle on what works and what doesn’t. Those are the people you want to work with.
But today’s ROI tools have made it so easy to measure success that marketers don’t rely on “people” to predict success, they rely on the “tools.” By testing click-through rates of online messages or direct mail cell performance they let the tools decide what works and what doesn’t. This is why the advertising and marketing talent pool has become diluted.