Three creative process tools for the right-brain marketer
19th century department store tycoon John Wanamaker is credited with inventing the money-back guarantee, hiring the first full-time copywriter and being the first retailer to realize the power of full-page newspaper ads. Despite his belief in the power of advertising, this pioneer of modern marketing was also enough of realist to recognize its limitations, as summarized by his famous quote:
“Half the money I spend on advertising is wasted; the trouble is I don’t know which half.”
Lacking the analytical tools to understand cause and effect, advertisers in the golden age of Madison Avenue considered marketing as more of a creative endeavor dependent on intuition, inspiration and a sprinkling of stardust. Measurements of quantitative return on advertising spend were, at best, approximations based on focus groups and consumer surveys or assumptions made when a boost in sales coincided with a new campaign.
The internet and e-commerce has swung the pendulum dramatically in the opposite direction. In the modern era of advertising, there are a plethora of analytical tools for measuring every online campaign right down to the nearest penny. Search engine and display ads can track impressions, clicks and conversions, while cookies can tell you if a new customer saw your ad weeks before they actually purchased your product.