Think of a government campaign about the Whatsapp Mobile Number List dangers of fireworks. Usually, questionnaires are used to measure the extent to which the message has been conveyed. You could target the campaign at people who are very careless with fireworks or are misinformed. Because we don't know who they are, we focus those Whatsapp Mobile Number List campaigns on everyone. Whether people subsequently change their behavior based on that information depends on many factors. Embrace an experimental culture What is the aftertaste of these articles and what should we do with them? I myself have the following thoughts. Measure what is specifically important to you Don't rely on benchmarks or meta studies that lump together the effects Whatsapp Mobile Number List of hundreds of advertisers.
Basically what Byron Sharp, Les Binet, Shapiro Whatsapp Mobile Number List are all doing. Build your own measuring instruments so that you actually measure what is relevant in your specific market and business. And from which you expect effects. We can use the results of meta-studies to simplify reality and to draw up applicable rules of thumb. But I see Byron Whatsapp Mobile Number List Sharpe and Les Binet more as religion than science. A conviction and belief in the effect of advertising. Although substantiated by analyses, it is certainly far from the truth. Experimentation is important Embrace an experimental culture related to marketing communications. Develop your own religion and beliefs appropriate to the market in which you operate and in line with your Whatsapp Mobile Number List brand identity. Do this based on facts and experiments.
Formulate and test hypotheses in the most Whatsapp Mobile Number List scientific way possible. The experiment is an important instrument in this: vary the use of media, measure the effects, switch things on and off, make experiments measurable by conducting them convincingly and with sufficient scale. Not only advertising is important There are many more variables that affect your market share, revenue and transactions than advertising alone. Know these Whatsapp Mobile Number List variables and quantify their influence. Also consider the specific dynamics in the market and the competitive field. How many alternatives are there for the consumer? Out-smarting your competitor is a game in itself. So do not rely solely on the data from ad servers to derive Whatsapp Mobile Number List and calculate effects. Leave room for nuance Be critical of (research) agencies that draw oversimplified conclusions.