Now is the time for marketers to seize back control. Here’s how they do it
In this two part opinion piece, TrinityP3’s Stephen Wright argues CMOs need to wrestle back control of key aspects of their media spend and that doing so will produce better outcomes for all parts of the media ecosystem.
You’d have been forgiven for thinking John Wanamaker’s famous declaration about not knowing which half of his marketing is wasted should have been quickly solved by the digital era of marketing.
Yet many marketers TrinityP3 speaks to still worry about the effectiveness of a significant portion of their media spend. The difference is now they’re not as brave as Wanamaker was in 1919 when he made the statement. Indeed some marketers now live with constant FOFO – the fear of finding out. Lest they look incompetent or worse…
It shouldn’t be this way but getting out of the situation requires marketers to take some key steps and be willing to seize back control.
We all see the quickening of change in the media marketplace. It is more dynamic than ever before. There is greater opportunity for marketers who are brave but at the same time as the options grow an increased capacity to get things wrong.
