Somewhere along the way a key business principle was lost – the idea that marketing should be an investment. And like a good investment it should generate a return. But for too many businesses today, marketing is both a dead art and an annoying expense.
Whether it was the internet and digital landscape, tougher competition, more savvy customers or some combination of these, the truth is, at some point it started getting way more difficult to punch through the clutter and deliver your message let alone figure out what was working.
It’s time to re-think what’s acceptable and take back the lost art of marketing.