Brands are pouring dollars into their digital marketing campaigns. However, most of them aren’t getting their desired outcomes. Why is that? What is the biggest mistake that brands are making with their digital marketing? I believe it’s something they have been doing for a long time—focusing on the wrong metrics.
Over the past few years, I have discussed the evils of “vanity” metrics and the importance of not getting “dazzled” by empty numbers. But, unfortunately for many brands, this problem remains an issue. Having spent years working with all kinds of businesses and agencies, I know how marketers sometimes like to sell the idea that impressions are all that matter. And because these impressions are shiny and sparkly, it’s tempting to want to “see” them as more than they actually are…
