The Rise of Digital Media
The past four decades have witnessed a digital media revolution, transforming the way businesses interact with their customers. In the 1980s, marketing measurement was relatively straightforward, relying on traditional methods such as surveys, focus groups, and sales data.
The Challenges of Measuring Digital Marketing
However, the advent of digital media has created new challenges for marketers. The sheer volume of data generated by online campaigns can be overwhelming, and traditional measurement methods often fail to capture the full impact of digital marketing efforts.
The 1985 Playbook
In search of guidance, some marketers are turning back to the 1985 Marketing Accountability Standards Board (MASB) playbook. This document laid out a framework for measuring marketing effectiveness that emphasized:
Can the 1985 Playbook Be Revived?
While the MASB playbook provides a valuable foundation for marketing measurement, it’s important to consider whether its principles can be effectively applied to the complex digital landscape of 2024?
Conclusion
The search for effective marketing measurement solutions continues. While the 1985 MASB playbook offers valuable insights, it’s clear that marketers need a more comprehensive approach that addresses the unique challenges of the digital age.
By embracing new measurement techniques, leveraging technology, and focusing on the fundamental principles of marketing accountability, marketers can develop a more robust and effective measurement strategy that will guide their decision-making in 2024 and beyond.
Kind regards L. van Alkmaar
