tag:blogger.com,1999:blog-38181460.post5865664171426438201..comments2024-03-05T13:01:41.085+00:00Comments on Marketing-Works!: What would Ogilvy make of modern marketing research?Johnhttp://www.blogger.com/profile/05256426983065533545noreply@blogger.comBlogger2125tag:blogger.com,1999:blog-38181460.post-18684127993819136832007-03-29T13:46:00.000+01:002007-03-29T13:46:00.000+01:00I think that you have a point - not every brand ca...I think that you have a point - not every brand can afford research - especially when new. However the point that i wanted to make was that significant investments need to be constantly reviewed to check that they are indeed doing something useful. The speed or complexity of analysis changes but i think it's worth being a bit cautious with non-measurable ideas. By all means go and do them but be prepared to loose the money with nothing to show for it also.<BR/><BR/>I agree that ideas are the lifeblood of marketing. Without the great bold ideas, it's a dull game. However i think Ogilvy would take "dull and effective" over "fun and unmeasurable" most of the time.Johnhttps://www.blogger.com/profile/05256426983065533545noreply@blogger.comtag:blogger.com,1999:blog-38181460.post-35707857227494244692007-03-23T17:00:00.000+00:002007-03-23T17:00:00.000+00:00Jon, two comments on you Ogilvy thread. First I th...Jon, two comments on you Ogilvy thread. <BR/><BR/>First I think your 3rd rule derived from Ogilvy can be a bit dangerous... It sort of implies that if a great idea cannot be measured, it should be dropped. Many great success stories in marketing products come from things that are (or were) not easy to measure. Take Innocent drinks, all of their marketing was underground, under the radar (events, packaging, WOM,...) - they only did TV once they were already well established and successful. In fact, many brands at very successful product launches despite apparently poor consumer take-up predicted by research.<BR/><BR/>The other thought, is that not all brands activities are easy to measure. In fact I would argue that to some degree they are becoming more and more difficult to measure, because more fragmented, in response to the consumer "taking control". I'm thinking user generated content, associative marking like sports sponsorhip, PR, events etc. In a nutshell, it's not because it can't be measured that it's not a good thing to do. <BR/><BR/>Marketing is at its best when it combines rigour of measurements (which generates incremental improvements) with the power of ideas - not always measurable, but often the cause of stepchange improvements in business...<BR/><BR/>Good blog!<BR/><BR/>StephanAnonymousnoreply@blogger.com