After 2 days at the Canadian Marketing Association's Digital Marketing Conference, the one theme that really stuck with me was “Success”.
Not "how do we measure it" but how do we define success within the Digital Marketing world?
When talking about the Wii, He quoted his boss Satoru Iwata as saying they weren’t to use the word success
“… unless one of you can stand up and say they predicted this, then we can call it success."
While last year it seemed everyone was keyed on the idea of measurement, this year the idea of success, and what is success, sat just underneath every presentation, every panel and every discussion. Even at the Branded Entertainment roundtable I sat in on, the discussion kept circling the same question.
Eventually the topic popped up on the twitter back channel when Kate posed the question of whether awards are a measure of success? Should that be how a client chooses agency? Which even triggered the question: should that be how new talent chooses where to work?
Over and over the question of “what is success” kept popping up.
So what do you think?
How do you know if you’ve created a successful digital marketing campaign? Is it the awards? A happy client? Increased sales? Hits or downloads? Is it visibility or bottom-line revenues?
What is it that really shows who has leveraged this digital space successfully?
Note: I was lucky enough to be able to get some one-on-one time with both Rob & Ron after their keynotes and we'll be sharing those interviews (and more) with you on One Degree next week.