Obviously you can't have missed how heavyweights of advertising such as David Ogilvy, or John Caples favor the old direct mail advertisers. Because they were the ones who had feedback on their sales through coupons... But this was in 60s. In a galaxy far far away and long long time ago...
Thank god, for few decades since than, not much people wondered about return on advertising. Until a recent crisis made the dust and flair disaappear and rocks of reality rise before the giant cruise ship named "economy"
What's more, today we have a tool and technology which enable us to have very precise metrics. Now that we have that great opportunity to advertise online, we have every piece of information available to us, not just sales. Perhaps we are the luckiest ad men of this century. We have the possbility to rely on facts and create some real sales finally.
We are the new direct mail guy of 60s. We are the digital ad men.
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