Marketers Should Focus More on Media Performance, not Just Price
Virtually every week, there is another story about major marketers putting their media agency in review. Most of the reviews these days are driven by price, not performance. Marketers want lower media prices, and they want to pay lower media agency fees. Certainly, marketers and their media agencies also spend a lot of time on media performance, but it seems that the pendulum has swung a bit too far to the cost control side lately.
It’s natural not to want to pay too much for something you buy a lot of. However, marketers are doing themselves and their companies a big disservice by focusing too much on price, not performance. While they are distracted by profits, they might be mortgaging the future. The following are 11 reasons why. Read entire article here>