Back in 2008, things didn’t look so good for marketers. In fact, I finished my MBA that very year and at our graduation, the faculty encouraged us to travel rather than look for jobs. Yikes.
Marketing was lost and it wasn’t hard to understand why–up until this point we had only spoken about our brand, our brand, our brand, and did we forget to mention our brand? Getting your logo out there whether plastered on the walls of a stadium, falling from the mouth of a celebrity, coyly featured on the set of a sitcom, or, the Holy Grail–movie placement–was all that seemed to matter. The problem with this was that there was no way to measure the actual ROI in real dollars. We had no way to say to our colleagues, “Here is the tangible impact we’ve had on this business based off our efforts.” Continue reading →