‘No-one will believe data for the next five years’: Mark Ritson urges marketers to focus on results
Marketers are going to have to change their mindset around metrics from “output” to “input” measures and nobody will “trust anyone’s numbers” for the next five years, according to Professor Mark Ritson.
Ritson: “In 10 years the idea of attending a digital marketing conference will sounds as fashionable as the world wide web”
Ritson, who caused a storm in the industry with his presentation calling for an end to people overusing digital channels, which he claims are under-delivering, challenged the social media sector in particular to come up with a robust rebuttal to his claims.
In a presentation at Mumbrella360, Ritson pointed to the low engagement many huge brands get on their social media posts, quipping: “There are more people in the social media teams in these companies than there are responding to their messages.”
This is hugely embarrassing for our industry and demonstrates the power of ideology. “Digital” has become the sacred cow that we dance around and protect against attack at any cost. Thanks to Mr Ritson for his excellent work.
That’s a big leap, digital = Social, I would expect that digital is the integration of all digital tactics, including e-commerce etc. Integrated communications, is he really saying anything new?
Hi Alex, this was a very good read.
Mark has gone really hard on this topic, and does raise some valid points here and there, however to be totally honest I think his perspective is semi detached from the reality of what agencies and brands are doing in the digital space and the movements away from media to customer metrics that have been taking place for some time now.
Say what you want about digital, however there is a distinct skills and knowledge set that comes with the territory, and it is evolving faster than anticipated. Brands are not stupid, nor are agencies, and I think the tone taken with some of his commentary is purposefully geared to be confrontational as opposed to constructive, because that way it’s harder to get into anything of real substance either way. These high level 10k feet sweeping statements are all well and good, however when it comes down to it he is sensationalising what is a very standard shift to digital and digital led strategy. End of discussion and time to move on.
I’d like to receive some royalties for this blatant rip off of my material.
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Journalists create hype, that’s there job.
So Alex, shall we return to TARPS and circulation measures which, by the tone of your presentation must therefore be more robust than digital metrics?
Hi John,
As a journalist I was reporting what was said. As an industry practitioner (which I assume you are) I’d suggest you engage properly in the debate yourself and defend that which you clearly believe in, rather than create straw man arguments. Happy to chat directly, feel free to email me alex@mumbrella.com.au.
Cheers,
Alex – editor, Mumbrella
Mark is having an academic debate and is expecting an academic response and rebuttal. There are however no ‘Social Media Academics’ and precious few digital ones, so the academic debate is one side – old world as is always the case. Guess we will just keep driving change and experimenting to find what does work and he can keep his one hand clapping. It will be mildly interesting to see what emerging area Professor Mark Ritson is debunking in the same 10-year time-frame. People are apply technology to their social life, including their engagement with brands and businesses – that isn’t a fad!
We have realised that opaqueness rules. No one will commit to technology that can measure accountability and transparency.