The Problem with Traditional Marketing Measurements – And the One Thing About Old School Marketing That Will Never Change
When was the last time you sat down to watch a TV show on a broadcast network at the time it first aired and sat through all the commercials?
If you can answer that question, you must have been cryogenically frozen for the last several years. Given that, according to the Wall Street Journal, time spent with mobile apps will comprise nearly 20% of total media consumption this year, and 84% of time on mobile devices, it’s obvious that the shift in is both pervasive and permanent.
And so it’s no longer NBC, ABC, CBS and FOX; it’s Facebook, Instagram, Snapchat, YouTube, Netflix and countless other streaming, social, and digital platforms. In fact, in 2016 Facebook’s research said that people on spending an average of 4.5 hours per day on mobile.
Doesn’t it make sense, then, to position your brand, company, business, service or startup in front of where people are already spending most of their leisure time each day?
The only problem with devising comprehensive, cross-platform marketing programs is that is that traditional measurement companies like Nielsen — which used to give marketers the tools to plan campaigns and target desired audiences — no longer serve up fully relevant information. In fact, as the Wall Street Journal notes, almost two thirds of today’s mobile consumption isn’t being captured by traditional techniques.
Rather than get caught up in worrying about how to bridge the gap between old school measurements and today’s reality, we advise our clients to stay focused on what we’ve always known, and what isn’t going to change.
The strategy of creating compelling, eye-grabbing content to capture the attention of your target audience is just as important today as it ever was — and that basic principle will never change.
And the bottom line indicators, notably audience, engagement, and revenue growth, top the list of results you should focus on. This has been consistent over time, too.
This is not to say that measurement companies don’t need to catch up with the new world of identity-based vs. panel marketing. Outdated models don’t help marketers, and digital content will never work if it’s just a mirror of what’s on traditional television.
But for now, as we figure out ways to quantify the identity-marketing opportunities presented by social channels, we should remember that qualitatively, the work of the successful marketer hasn’t changed in its essence.
Know your audience and do good work, because your good work sells more products.
As you follow that advice, rest assured that you’re in good company: that’s the challenge for traditional measurement companies, too, as they pivot to catch up with the times.