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It’s incredibly short-sighted and extremely stressful to work in an environment like this. Expect late nights and clients asking why numbers are up/down/etc. all the time. Without awareness, every major ROI “win” is surface-level and not sustainable in the long-term. It’s a great environment to grow and learn in, but that growing and learning comes at the expense of a lot of time and energy. But that’s advertising for ya.
Adding... it’s easy enough to quantify consideration and awareness. It’s when you don’t have a full-funnel approach and expect the lower-funnel to do all of the lift that you run into issues. Data-driven creative and media is great for all aspects of the funnel, not just DR activities. You need all 3 in this day and age... people need to know what your brand stands for, not just how many promotions it’s cranking out.
In the end, it's all about ROI. Problem is that It difficult (if not impossible) to quantify ROI for awareness or consideration, which are on some level pre-requisites for eventual conversion on DR.
Sounds like they know they can be profitable by focusing on data-driven DR, why bother with the labor-intensive squishy stuff that's difficult to put a hard measure of effectiveness on? Let someone else take the risk on that.
Direct Response.
As1 wins the thread
There's always going to be a market for this type of business, short-sighted as the clients who hire them may be.
What is DR?
Clients are not enabling a more efficient way to plan across all three. They likely have another agency running the brand and consideration business, but connecting everything from top to bottom between different and competing agencies is a logistical nightmare.
@AcctSup1 - i like your brain.
In 10 years I have never worked with an AS like AS1 and it’s bumming me out
... really only focus on ROI. Thoughts on companies/accounts that operate this way? I personally think they're not acknowledging the larger aspects of how marketing is meant to inform and guide audiences but, that's just an opinion. Thoughts on this model/client approach?
Is there actually a method to quantify ROI on awareness & consideration? You can certainly measure both, but is there an effective/reliable way to calculate their effect on conversion? Genuinely curious.
DR... digital reach?
@SAD1 Will you be able to quantify their effect on conversation? Yes, if you’re a little more creative with audience segmentation and tiered messaging. They have very different ROI goals that they’re meeting other than conversion, though. I guess that’s what I meant when saying it’s easy to quantify. But you’re right, there’s no universal way to quantify them unless you’re doing a lot of audience testing. Doesn’t diminish their importance.