Is a campaign successful if it doesn’t sell product? The American Marketing Association wants to know what you think as part of its weekly poll. It seems like a simple question, but it speaks to an issue that all marketers face: Is your discipline a science or an art?
Of course, it’s a lot of both. In the long run, marketing has to result in more products sold, or the company won’t grow. In the short run, a campaign that doesn’t sell product might be successful according to different criteria. Maybe it helped introduce your brand to a wider audience. Maybe it helped you move prospects further through the sales pipeline. (One of the most challenging aspects of ROI measurement is how long the sales cycle takes, especially for B2B sales.)
No matter what, you learned some valuable lessons about what works and what doesn’t. In that way every campaign is a learning opportunity.