Customer Quote by Seth Godin
““Direct marketers, of course, realize that measurement is the key to success. Figure out what works, and do it more! Mass marketers have always resisted this temptation. When my old company approached the head of one of the largest magazine publishers in the world and pitched a technology that would allow advertisers to track who saw their ads and responded to them, he was aghast. He realized that this sort of data could kill his business. He knew that his clients didn’t want the data because then their jobs would get a lot more complex. Measurement means admitting what’s broken so you can fix it. Mass-media advertising, whether it’s on TV or in print, is all about emotion and craft, not about fixing mistakes. One reason the Internet ad boomlet faded so fast is that it forced advertisers to measure – and to admit what was going wrong.””
About This Quote
Source Book: "All Marketers Are Liars", Seth Godin, 2009
Measurement reveals what works, allowing efficient scaling, but threatens traditional media reliant on emotion and craft.
In simple terms: Measuring ads shows success and failure, challenging old advertising models.
Key Takeaway
Embrace data to improve, but expect resistance from legacy systems.
Themes
marketing
data
media
change
resistance
Mood
critical
analytical
reflective
Type
advice
observational
strategic
When to use this quote
- advertising strategy
- media planning
- campaign optimization
- client relations
Key Concepts
measurement
ad effectiveness
business model disruption
Questions to Reflect On
- How can legacy media adapt without losing their creative edge?
- What incentives encourage adoption of measurement?
A Different Perspective
Data can expose uncomfortable truths that may destabilize existing power structures.
