This classic came up on my iGoogle home page today, where I have the Quote of the Day widget turned on:
“Half the money I spend on advertising is wasted; the trouble is I don’t know which half.
US department store merchant (1838 – 1922)”
Have we all gravitated toward the half of advertising that we can measure, thinking we have finally won the battle of not knowing what we are wasting? It certainly seems to be going that way. B2B and B2C certainly is gravitating to PPC advertising, tracking website traffic, calculating ROI.
Unfortunately, after a little pondering, I think we are still stuck with the same essential problem Mr. Wanamaker stated. The closer we get to thinking we’ve solved the problem, the more acutely aware we are that we have a long way to go. A corollary is in order:
“Half the money I spend on measured advertising is wasted, and is best spent elsewhere. I just don’t which half, dang-it!”
www.b2blog.com (1967 – )”
What do you think? What corollary would you make?