Tuesday, June 9, 2009
OMMA Metrics & Measurement Conference
An online metrics expert has labeled traditional marketing departments as "fossils" at the OMMA Metrics & Measurement Conference at the Yale Club, NY. The gathering, many of them marketers, was told that in future (as in, now) marketers’ performance will be measured in the way sales people's performance is measured, because they are increasingly responsible for the consumer's ‘click’ action. Today's top online marketers are achieving breathtaking conversion rates of 15-30%, Jeffrey Eisenberg of FutureNow claimed. But the trick is, where did the sale came from, or to which activity do you dedicate the 'attribution' - buzzword du jour. Was it the video ad, or the Google ad, or the website copy, or the PR? Means marketers have to be across more territory than ever before.
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3 comments:
Really - Jimbob has been preaching this from 1995 - just you lot do not listen unless you pay huge bucks to sit in a room and be told.
LOL - yes we elders could tell those young 'uns a thing or two. The top speakers at the conference were well and truly baby boomers - a guy called Rishad Tobaccowala from Denuo in particular.
Well, the tobaccowalas never had much trouble with marketing in the past. Now we need some antitobaccowalas who are even better!
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