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Add Measurement But Don’t Sacrifice Innovation

April 21, 2010 Leave a comment

The tough state of our economy has had a profound impact on all aspects of business.  Most corporate budget areas are being challenged, threatened, and outright slashed, including marketing.  Gone are the days where great, innovative marketing ideas and a gut feel were enough to justify budget.  Now, marketing – especially in all of its digital forms – has moved into the crosshairs of corporate scrutiny, and the demands to measure its effectiveness are increasing.    

Indeed, whether via the web, through social media, mobile, or other platforms, digital marketing does present ample opportunities to be measured.    As I’ve preached from the measurement pulpit myself in prior blog posts, there are far too many good analytical, listening, and monitoring tools & resources for us to ignore in the digital space.  It absolutely makes sense to try to measure and monitor results wherever possible. 

However, instead of adding measurement to a balanced “tech marketing blender” mix that already includes a healthy amount of innovation, I’m now feeling like measurement is often being added at the expense of innovation.  In many cases this is causing us to miss out on the huge opportunities for growth and other benefits that innovation can provide. 

In my opinion, there are simply too many things that innovation and creative ideas do for a brand that are not immediately measurable, but ultimately provide longer-term benefits.  There are also too many new digital marketing channels and tools with demonstrated potential out there that are begging to be explored.  This exploration requires experimentation and discovery that often defy measurement (and yes, sometimes logic, too).  As important as measurement has become in the digital marketing world, it is equally important not to sacrifice innovation and all that it offers.  If we do, we’ll ultimately end up measuring inferior results.

What do you think about this?  Do you feel that the pendulum has now swung so far to the side of measurement that any reasonable sense of digital marketing innovation and creativity has been lost?  Are we still giving ourselves enough opportunity to explore, experiment, and discover new and better ways to reach audiences?  As always, I’d love to know your thoughts…

 – Jim S.