After recently writing a post about PR evaluation and the death of Advertising Value Equivalent (AVE), it got me thinking about measuring success for wider marketing campaigns.
In such a creative industry, planning and measurement is often pushed to the bottom of the pile, while actually doing is seen as a much more attractive role.
I like to think that planning and measurement are part of a journey. If you don’t know where you are, how do you know where you’re going? If you don’t know where you’re going, how do you know when you get there?
With total footage that would take over 100 years to watch, 2bn daily hits and availability in 22 countries achieved in only 6 years, YouTube is not only a major force to be reckoned with, but also a fantastic opportunity for organisational publicity.
However, with an ever-growing database diluting viewer attention, the ability to make a video stand out against the billions really is a challenge.
With hundreds of new tech products flooding the market daily, only a handful achieve commercial success. So which are the essential tools for business pros? Here's my top ten, from the desirable to the virtually fundamental.