Real Customer Gains; Not Just Going Through the Motions

The differences in results are perfectly correlated with the atmospheres one senses within these companies amp160Jim Stengel39s book How Ideals Power Growth and Profit at the World39s Greatest Companies shows the ones that are growing and increasing ROI as well as growing net promoters brand equity profits etc as of a point in recent time amp160The successes are all linked to idealism as regards service to humanity expressed in the purpose of each brand in making life better and expressed in innovations serving those missions amp160The advertising used by these companies leans away from hard sell and into human connection and bonding amp160The ads39 clients respect the users causing the reverse to also be trueThese companies are paying attention not only to higher ideals but also to the means of achieving things on Earth including scientific uses of data analytics and the avoidance of unvalidated data analytics amp160Not just talking about it but actually carrying it out amp160If all companies acted this way the world would as a whole be even more successful than it is amp160Someday they will amp160Darwin would be able to predict thatOne impediment to the success of even these wellintentioned high minded companies is the tendency for their own managers and agencies to be stuck in quotthe way we have always done thingsquot mode amp160Using the best new platforms big data artificial intelligence and so forth to maximize success runs into a brick wall at the workflow levelamp160 Agencies are already underpaid and overworked so that new improvements after being extensively discussed and agreed upon sometimes fail to be implementedAdvertising Research Foundation ARF CEO Scott McDonald had buttons made up saying quotFoment Empiricismquot which were distributed to attendees of the March ARF conference amp160He explained what empiricism and science really are and that marketers could actually reach that level of discipline with the rewards being better results amp160I39ll be expanding more on that theme at a free ARF webinar for ARF Members on Wednesday April 18 from 12 pm ETI39ll report on a truly empirical development of a new platform for increasing ROI at the creative level amp160I will also address the ethical use of psychological dataamp160and what we empirically know about maximizing ROI with use cases that make it possible to implement higher marketing productivity without running into workflow barriers Hope you can join usClick the social buttons above or below to share this story with your friends and colleaguesThe opinions and points of view expressed in this content are exclusively the views of the author andor subjects and do not necessarily represent the views of MediaVillagecomMyersBizNet Inc management or associated writers

SUBSCRIBE FOR FREE MEDIAVILLAGE CONTENT | BECOME A THOUGHT LEADERSHIP CONTRIBUTOR

Real Customer Gains; Not Just Going Through the Motions

Author

Publish date

Channel

Bill Harvey

FEMA and the Ad Council Encourage AANHPI Communities to Enhance Disaster Preparedness in New PSAs - Ad Council InSites

More Videos:

SUBSCRIBE FOR FREE MEDIAVILLAGE CONTENT | BECOME A THOUGHT LEADERSHIP CONTRIBUTOR

Real Customer Gains; Not Just Going Through the Motions

Enjoying This Commentary? There's More to Love

Bill Harvey

FEMA and the Ad Council Encourage AANHPI Communities to Enhance Disaster Preparedness in New PSAs - Ad Council InSites

Cookies