04 May '13, 10pm

What if your boss only wants to measure brand awareness?

Make it flow . Explain how conversions are really the next step after brand awareness, and showing conversions will prove to everyone how valuable brand awareness must be, because without it we have no conversions. (Yes, this is kind of bass-ackwards, but if it allows you to get started, then do it.) Start small . Don't introduce conversions as a way to replace brand awareness or as superior to brand awareness. Instead, talk about it as something else that we want to measure "just so we can show that we are having an impact on the business." (Executives like to talk that way.) Scare him more . If he is petrified of introducing a new measurement, then you might want to scare him more about not introducing it. Explain to him that the reason that CMOs have such short tenures is that everyone else is keeping score with money (sales and costs) and marketers keep score in brand ...

Full article: http://www.searchengineguide.com/mike-moran/what-if-your-...

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