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March 20, 2006
A Flight to Quality? I'll believe it when I see it
In this week's Business Week (March 27) runs an article promising a bold new day for advertising based on companies getting savvier about where to place their ads as the result of the great quant data online ad placements are able to generate--and the customer data tools like cookies are able to mine.
"The flood of new measurements is likely to roil the internet ad industry," exclaims author Stephen Baker, quite out of breath at the breaking wave of change he chronicles. I, on the other hand, have a somewhat different perspective I can sum up in two phrases: "perhaps," and "wouldn't that be nice." (Okay, a word and a phrase--even better.)
Unfortunately, experience teaches that the industry as a whole has a very short attention span, particularly when it comes to measurement. Everyone who believes in measurement, from David Ogilvy, whose strong belief in metrics was ignored in favor of ads that won awards (but not sales) to yours truly would love to see this happen. And I'll bet that if you did an informal poll, you'd find that none of us expect it to.
But if you sit in the recruitment space, take notice. You have options and opportunities. You can and should demand that your agency--and your job boards--deliver more than wit and warmth, that they deliver measurable results against the dollars you provide. And if either says it can't, perhaps this can serve as yet another small piece of ammunition to assist you in saying, "why, exactly, can't you?"
Posted by davidkippen at March 20, 2006 01:27 PM
Comments
David-
I think that metrics, as we know them continue to evolve and are judged/viewed/defined differently by various clients and media sources alike.
It is 2006.....
A one page ad in a major metro, 4 color, great placement is north of $30k, $40k, $50k, that runs for 24 hours, 1 day of shelf life.........
What/how far will that spend go with a client that is creative and integrates ad products/traditional job board products/search engine efforts w/(banners/emails/key words on search engines/job postings/database access)?
How are these print spends justified to a client? I am an advocate of a media mix, but........
I see them all the time......
Metrics
I could not agree more as far as clients truly getting to the source and understanding how there money is being spent.
How ad many views/how many emails opened/how many applys/how many calls out to qualified candidates/how many invites in/how many referalls......how many hires.
Of the folks called/invited, how many offers declined? Why?
It also leads to a recent buzz topic on CONTENT QUALITY........what is the message of an ad campaign or a job posting. Does it connect with seekers?
Enjoy your blog!
Joe
Posted by: Joe Wilkie at March 22, 2006 12:06 AM