Harry McCracken, Tech Editor at Fast Company, explains why the traditional distinction between above-the-line and below-the-line marketing is obsolete. Successful marketing now requires clear KPIs, diverse success measurements and innovative strategies for customer acquisition. At its core is the idea that every marketing activity, regardless of its traditional categorization, should be subject to a higher level of accountability.
The key to change lies in advanced return on investment (ROI) measurement tools that enable a variety of success criteria, including not only financial metrics, but also key performance indicators (KPIs) such as stock price improvement and data collection.
The article highlights the historical illogicality that above-the-line often received the majority of marketing budgets, even though direct reference to sales figures was difficult. The author calls for greater accountability for branding activities, supported by stakeholders who are increasingly demanding transparency and measurement of success.
Harry McCracken also sees a “revolution” enabled by technology to directly link ads with profitability. He argues that the question is not whether more accountability is needed, but why it is not already being implemented more fully.
Going forward, the author suggests defining clear KPIs and a measurement framework, holding all parties in the marketing process accountable, creating opportunities for interaction, using innovative methods, and making better use of increased data availability.
Overall, the Harry McCracken article emphasizes the need for marketing managers to rethink existing mindsets, use clear measurement tools and take advantage of the opportunities of the digital era to develop successful and accountable marketing strategies.
2024-01-21 12:59:50
#AbovetheLine
