by Fadi Khater, founder and managing partner and Michael Maksoudian, managing partner, Netizency.Recently a potential client drove all the way across the country to give us a brief, and when we asked about their objectives for their digital campaign, they said: “Impressions, reach, clicks, likes, comments, shares, and lead generation.” This is a typical example of how marketers lust after digital, without thinking about how to use it as a tool that can help serve their marketing objectives.
There are many reasons for the above, including inadequate knowledge, the egos of non-digital practitioners, and the industry trend of throwing around irrelevant metrics; however, identifying the ca
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