As part of my consulting activities, I often visit a client and advise them on their Digital Strategy. Yes, sometimes its really difficult to explain how digital works, especially to people who are twice my age but now that I've got used to it and am no more surprised by their behavior or questions. But today something strange happened.
Sitting at a client meeting today, I was helping them frame a new digital marketing campaign around a certain product. While everything was okay with us - the product, the campaign, the activities to be performed, there was one thing that completely blew my apart! Believe it or not but "the client does not want to measure the results of their advertising campaign".
While I was suggesting them ways how they could measure it, I was suddenly interrupted by the statement - "No, no forget all that, we don't care how many people actually saw and converted from this campaign". Well, the advantage (and sometimes disadvantage) of the digital era is that each and everything can be measured. Then why would someone not want to measure the success (or failure) of their efforts?
As a marketer, we always want to know the results of our efforts, want to know how good or bad our campaigns were and how could we improvise on them, for the first time in my career I saw someone who declined to measure the success!
As part of my consultation, I always believe in giving the best possible result and advice but sometimes you have to go by what the client wants, after all "Customer is the King", isn't it?
I am still under surprise that he actually refused it. Have you been in any such scenario before? Or are able to understand as to why would you not want to measure the performance of your efforts?
{About me: I run a digital marketing startup called Niswey. You may read my profile here and/or reach me via email on abhinav [at] niswey [dot] com or shout at twitter @AbhinavSahai}
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Of course I tried asking them. All they had to say was, "I just care how much money I make, don't care what are its sources".
I didn't know how to answer that!
written by Roshan, December 16, 2011
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