Comments on: What is marketing effectiveness? http://blog.foghound.com/251/ News and views about marketing and communications Mon, 08 Sep 2008 10:47:46 +0000 http://wordpress.org/?v=2.6.1 By: Lissa Bergin-Boles http://blog.foghound.com/251/#comment-2786 Lissa Bergin-Boles Fri, 11 Apr 2008 14:59:51 +0000 http://blog.foghound.com/251/#comment-2786 Love the open, creative curiosity of the questions, Lois. Makes seeing the unseen - like using old tools to measure something they were never intended to measure, and having the tools ineffectiveness go unnoticed while opportunity and innovation goes hungry of attention and resource - suddenly exciting, even fascinating, and a whole lot less threatening. Especially for us creative types (and ain't the field full of us?) Goes back to your point a couple of posts ago about challenging ideas (and fears) about how things go: sometimes there isn't nearly as much to be afraid of when you just start playing around with ideas when things aren't working as well as they used to. But boy, can that spin your head around a bit! And your last question about assessing effectiveness - excellent. For whatever its worth, I immediately started reverse engineering in my head, reviewing process and streams of activity to see where things start breaking down to see what's stopped working and why. Also started to wonder what relationships - this relates to this, which hinges on that, which makes this over here hum (or not) - might be going amiss because of old tools (now ineffective) or assumptions (no longer valid). Then looking to the natural and associated disfunction in communication (not enough information, not the right kind of information, approach a little off, etc) between those relationships might help determine new ways to measure, and clear paths for improvement. Also can't help but wonder if looking at the alignment of values between B & B or even more importantly, B & C as the doorway through which effective transaction takes place today should be part of any new measurement of effectiveness...? Again, for whatever its worth. Have fun in NYC! Love the open, creative curiosity of the questions, Lois.

Makes seeing the unseen - like using old tools to measure something they were never intended to measure, and having the tools ineffectiveness go unnoticed while opportunity and innovation goes hungry of attention and resource - suddenly exciting, even fascinating, and a whole lot less threatening.

Especially for us creative types (and ain’t the field full of us?)

Goes back to your point a couple of posts ago about challenging ideas (and fears) about how things go: sometimes there isn’t nearly as much to be afraid of when you just start playing around with ideas when things aren’t working as well as they used to. But boy, can that spin your head around a bit!

And your last question about assessing effectiveness - excellent.

For whatever its worth, I immediately started reverse engineering in my head, reviewing process and streams of activity to see where things start breaking down to see what’s stopped working and why.

Also started to wonder what relationships - this relates to this, which hinges on that, which makes this over here hum (or not) - might be going amiss because of old tools (now ineffective) or assumptions (no longer valid).

Then looking to the natural and associated disfunction in communication (not enough information, not the right kind of information, approach a little off, etc) between those relationships might help determine new ways to measure, and clear paths for improvement.

Also can’t help but wonder if looking at the alignment of values between B & B or even more importantly, B & C as the doorway through which effective transaction takes place today should be part of any new measurement of effectiveness…?

Again, for whatever its worth. Have fun in NYC!

]]> By: Paul Dunay http://blog.foghound.com/251/#comment-2746 Paul Dunay Thu, 10 Apr 2008 16:17:00 +0000 http://blog.foghound.com/251/#comment-2746 Lois as far as #3 goes - I would say - no way could I possibly use the Pepsi media plan for BearingPoint (B2B management and technology company) the reason is not necessarily b2b vs b2c - its more about - What is the corporate strategy and since they are so different and we cater to so many diverse audiences that it would impossible for us to use their media plan BUT - if they wanted to give me their media budget - I would be happy to swap it for mine ;-) Lois

as far as #3 goes - I would say - no way could I possibly use the Pepsi media plan for BearingPoint (B2B management and technology company)

the reason is not necessarily b2b vs b2c - its more about - What is the corporate strategy and since they are so different and we cater to so many diverse audiences that it would impossible for us to use their media plan

BUT - if they wanted to give me their media budget - I would be happy to swap it for mine ;-)

]]>