Is Consumer Marketing Irrevocably Broken?
Clive Humbydunnhumby
What is a successful marketing campaign? When it comes to direct marketing, these days most organisations seem happy to achieve a response rate of 1%. Yet that response and the potential conversion rate masks the true picture: a picture few in marketing care to consider, let alone admit. If 1% respond to the campaign, what was its effect on the other 99%? Were another 1%, 2% or 3% so fed up with receiving yet another irrelevant message that they have gone elsewhere? Who knows who measures?
Of course, such measurement is complex....