Being a digital marketing professional, I spend a huge amount of time “optimizing” advertising campaigns. With the ability to track a multitude of metrics that translate to advertising performance, I’m constantly making tweaks to our clients’ campaigns. Often times this involves shifting spend between different placements or targeting techniques. I’m a big proponent of using past performance as an indicator of future results (practical for a marketer but depressing as a Bills fan).
With this ability to make changes on the fly, however, we often lose sight of the most important factor that determines the effectiveness of our advertising initiatives – the creative. Our industry has fallen in love with targeting, technology, and measurement. We are quick to summarize the results of a campaign with tables and graphs, forgetting that winning over the hearts and minds of an audience and effecting brand perception can only happen as a result of engaging visuals and messaging that makes a connection.