- Mar 8, 2002
- Reaction score
This. Yeah, it's a useful tool, but it is maybe a bit too sexy, and it's easy to get seduced into big spends because the proliferation of data give people an ungrounded confidence in their ability to control the results.Clients are waking up to the fact that digital is a tool, (a powerful one at that), amongst many. When digital starting coming in big into the agency and marketing world, a lot of money was waisted on clients buying and being sold shiny objects that weren’t right for their brands and businesses. Clients like Adidas recently admitted that they over invested in digital. Smart marketers like P&G are reinvesting monies into TV and Billboards which drive big ROI. These platforms and channels need to work in a connected way with each other to create a bigger experience. There is no silver bullet. There is no guaranteed best practice. There is no certainty. If someone tells you there is...they are full of shit.
And yes, company-by-company. I think that anyone who says that there is a general "best practice" is either stupid or full of shit, or very possibly, both. Conversely, there are lots of general "this is a terrible practice" advice that is good, lol.