Local companies continue to place too much emphasis on traditional marketing. Historically, companies have become comfortable in allocating their marketing spend without seeing a tangible return on investment. This is particularly true of the advertising industry which comes from a legacy of little, to no, meaningful measurement, says Grant Shippey, CEO of Amorphous.
“As a result, the industry still recognises a successful campaign on the basis of awards rather than business results. This remains a key metric by which agencies are evaluated even though there is often scant correlation between an award winning campaign and a sale generating campaign.”
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