Dagens Media
Really missing all online marketing effect? The best way to find out is to experiment and not let other advertisers' experience become a general truth, writes Iprospect's Erik Luhr and Martin Styrhagen.
IF OUR INDUSTRY does not adopt a scientific approach to how marketing works or does not work, it will lose its influence, says Jenni Romaniuk at the Ehrenberg-Bass Institute for Marketing Science . We are prepared to agree, which is perhaps why it feels a little sad to see how a poorly substantiated article that drives the thesis that all online marketing has no effect has been extensively shared on social channels in recent weeks.
The article is called "The new dot com bubble is here: it's called online advertising" , and as the article title suggests, the authors believe that our industry to half (50 percent of all media investment is digital) is built on a false belief in the effect in digital marketing.
Read the full article on Dagens Media.