Learnings in Digital Marketing

Maand: april 2014

Why attribution isn’t the holy grail.

I think  attribution is being overvalued. It’s the buzzword that keeps coming back and that nobody seems to be able to crack. And most probably nobody will ever will as it isn’t the only answer to the allocation on marketing resources.

Why?

I see attribution as a pair of glasses that you put on. And by looking at the world only from a “contact” and “traffic” channel perspective, the rest is automatically out of scope. By putting on this pair of glasses we should realize what we are missing out on. Our view on marketing becomes far to limited.

1. We miss out on the essence of communication
The story you are telling on the different channels  is not at all taken into account. Performance of traffic drivers differs so much based on the content of the message. A compelling message can be 10 times more effective than a non-compelling message. Your affiliate and display ads can be shit, while search ads are spot on. Does that means you should invest in more in Search? Could be, but more probably the learning should be that we should create more compelling display ads. Ask ourself the question: Why that channel isn’t working for us? But working for competitors.

2. We don’t look at the rest of the sales process
In many cases we can’t measure the current flow of sales processes coming from traffic drivers. How are the flows on the website? and offline? How does the advertising correspond to the on-site messaging? If that isn’t inline with Radio, TV or Online messaging measuring the outcomes will be skewed.

3. The basis, the product
Do people really like it? Main attributes and value it has for certain audiences will influence performance in a major way.

Treat attribution as a pair of glasses; as one view at your business. Don’t be a blind believer, be skeptical and most important go for compelling messaging.

This is why I start blogging.

Always felt that writing blogs is for people that love hear themselves talking, more for the honor and glory of themselves than for the people they write for. Think I was wrong about that.

The last 2 weeks I 2 persons gave me insights that made me realize I was wrong.

A colleague of mine told me: Henk it’s “not social, not to to share” the things you know. If you don’t share , nobody will know and you can’t help out anyone. True as can be.

Next to that I was in a Training by Avinash Kaushik, who shared his blogging experience and the following 3 lessons were very insightful to me, in my own words:

  1. Writing forces you to think well, you will challenge your thoughts before you put them online and by that you will grow continuously.
  2. Committing to writing a post every week, will make that you are constantly reflecting on the things you see and learn.
  3. One post is nothing, but a continuous stream of 100 weekly posts makes you grow. Helps you realize what you have learned and what other people value and makes you see the shortcomings in your own thinking by using the feedback people give you.

So here I am starting to write about online marketing & communication.  Looking forward.

© 2021 Henk Wolbers

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