About Soft Marketing ROI and Vegetarian Meat

In one of my previous blogs, I mentioned the dreadful Wanamaker quote. You know, the one about half the advertising budget being wasted but not knowing which half. It’s a dreadful quote because it’s been over-used. Nevertheless, the point of the quote is that it isn’t always easy to measure marketing value. In my last blog, I explained that it is no longer an option for marketers to NOT measure their added value. Marketing’s stakeholders demand it! The problem is that there is a category of marketers that are convinced you cannot quantify marketing value. So what’s a marketer to do when he must quantify marketing’s value, while he’s convinced it can’t be proven?