We continue to see major marketers and their advertising agencies using meaningless metrics like brand awareness, brand recall, impressions etc., to gauge the success of their campaigning efforts. Until marketers are able to directly and unambiguously translate their efforts into market share and profitability they will continue to suffer major credibility/relevance issues.
We use a concept called a campaign frame to develop a campaign infrastructure that is both effective and accountable. The basis of the frame is to limit and define the campaign to a manageable and controllable effort. One of the primary requirements of the campaign frame is having external references to gauge campaign effectiveness on a relative scale. The Art of Attack: How To Attack and Dislodge the Larger Competitor has more to offer on the concept of the campaign frame. Click the Armory tab to preview:
Subscribe ARMORY | Book MOBILIZATION | Engage CAMPAIGN | Register SEMINAR
Comments