June 9, 2006Metrics, Measurenent and Max
Filed Under: New Marketing
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Max Kalehoff (long time Jaffe Juice and Across the Sound reader/listener) and Bryan Eisenberg (had a great conversation with him) are talking about metrics et al.
Bryan talks about an example where his Mother searched for "Sony Plasma TV" and was taken to Sony's home page (where she was greeted with an elaborate laptop etc flash intro) Here's the catch...Sony doesn't make a plasma TV. Why? Because they believe that they have better technology to produce a better, more affordable product for their consumers.
So why didn't Sony take Bryan's mother to a site that explained all of this?
It comes down to the L-word (Laziness) or put a little softer, the problem with mass-mentality. I know this is probably very old to anyone reading this post...but it begs the question, not why don't we focus on composition (versus reach), but when are we going to start migrating the methodology (and possibly replacing the machinery)
Max offered one possible solution which is that the world doesn't function in direct response mode. I understand this perspective in light/context of 30,000 feet brand marketing (read: hard to measure and not very accountable), but I would argue that the opposite could be equally true...we're living in direct response hell: slave to Wall Street and short term/quarterly forecasts/results.
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Comments
Joe,
I'm glad my panel caught your attention! I think we as marketers (and brands) are are moving into a real-time world. But the decisions we make and the relationships we have with brands don't work in a linear, direct-response mode. To approach the world that way would be misguided and works onloy in some brand circumstances and categories. There reality is that there is a whole host of emotional and subconscious factors and predispositions that aggregate over time and have a profound influence or direct impact. Most of that can't be explained in a direct-response context, nor does it happen there. We live in a holistic world where many factors contribute. At the risk of sailing into the ether, much of it is highly emotional and happens in our subconscious.
Posted by: Max Kalehof
