Monday, 26 November 2007

Performance Marketing & Creative

In my industry, there is and has been a conflicted view of how metrics driven performance marketing effects the creative process. It's too restrictive, too limiting, what about the brand experience?... And yet, as Norman Guadagno, a colleague from a sister company Zaaz said in a recent post:

"When used properly, performance marketing doesn't serve as a threat to designers, usability experts, or anyone else in the organization. It provides the foundation of a holistic business strategy that leaves designers free to be creative, usability experts open to shape the experience and ultimately allows the company as a whole to monitor Web initiatives and make well-executed adjustments that benefit all parties. Performance marketing allows everyone to bring their "A game" to the table and clearly see the results of their efforts. "