I happen to be a digital marketer today, currently a Sr. Manager at that. Few months ago, we were in a ramping up spree and I had to wring through 100+ would be digital joinees in a marathon like fashion.
I distinctly recall one such interview; this guy was from HT Media and narrated one of his best campaigns, wherein they spent a total of 25 lacs to do FB campaigns, on ground events in Juhu beach Mumbai and off course they used free space in HT print as well.
It was a great marketing success to him because they got few lac+ likes on the Facebook page; there was lot of buzz and all.
I asked what the end goal was. He said to increase the number of readers/subscribers particularly in the youth segment.
I asked, how well did you do finally? Did you do try get some data from ABC to measure end results?
He was surprised and blank as he had never heard of any such thing. (I was more surprised off course!)
I explained ABC stands for Audit Bureau of Circulation and to assess the impact of your campaign you could have tried to fetch some data and do some pre and post campaign analysis or may be a Y-o-Y comparison.
A comparative spike is what you try to look at to tap your back. (There are absolute methods of gathering and measuring data though)
Educated him on IRS as well. (Indian Readership Survey)
I don’t know what such digital marketing initiatives can be called as, may be OPEN LOOPian marketing with no closure data to foot the bill of success.
He could have been a good hire only if he knew – It’s is a sin not to CLOSE. (While leaving, he didn’t bother about the door either 🙂 )
(PS: The title of the post is a creative take on the rather straight question put to the candidate)
asha chaudhry
i simply adored this one tapash! haven’t heard someone say ABC & IRS in the LONGEST TIME EVER!!!!
[loved the door reference as well!]
don’t know if i ever said “welcome to therodinhoods” – but it’s never to late to say that to any rodinhooder!
i shall look forward to your next post 🙂
Tapash Sinha
Happy that you adored the post Ed 🙂
I understand the surprise! ABC & IRS are living fossils ..they need to re-invent big time.( I’m cooking something on that)
A big thanks for the welcome!
asha chaudhry
“i’m cooking something on that” sounds very intriguing!
pls stay in touch!!
Tapash Sinha
Aye aye Ed ! Will serve it hot only on Therodinhoods 🙂
Amit Baliga
Hi,
Does gaining online momentum necessarily transform to real sales? There is the brand equity increase in the digital domain, right?
Thanks,
Amit Baliga
Tapash Sinha
Not necessarily Amit, agree on the BE part as well.
However, when you have a tangible goal(subscriptions) as the marketing motive and you don’t MEASURE, how do you account for success or failure? Not measuring is the big issue here.
Anamika Joshi
Good light read with some heavy lessons 🙂 Keep writing to trigger us with your own ABCs (Absolutely Brilliant Content) 🙂
Tapash Sinha
Its really smart of you to have pulled a compliment through an abbreviation !
Will keep trying my ABC 🙂