You may have heard some people compare marketing to a funnel where clients are poured in and then separated into transaction types, or the big billboard on the highway that diverts people to an off-route attraction then offers them more detail once they pull up at the gate.
There is a place for casting a large net in advertising and most of us have turned that switch off.
When it comes to measuring and analytics, figuring out how effective our efforts to attract have been, a lot of our expectations are still tied firmly to big net advertising.
The problem with measuring is that it is often done with content that is created and delivered without the care that we expect should be taken with the other services or products that our business delivers.
For some businesses, sending out 5 sponsored instagram posts per day might represent real value for money. You spend a few hundred dollars, you reach 10,000 people from a demographic status that appeals to your consumer avatar and then move on.
Who cares? Who wants to care? Industrialised content and measurement is a good example of lack of care.
We have some great thoughts on marketing and measurement that we share with our clients.