Do It Wrong Quickly: How the Web Changes the Old Marketing Rules

Chapter 4. Going Over to the Dark Side

	“Old statisticians never die—they just get broken down by age and sex.”
	--Anonymous

Chapter Contents

• Find Your Purpose 109

• Measure Your Customer Activity 125

• Measure Your Customer Relationships 142

• Summary 147

We’ve made marketing very complex.

There’s only one purpose for marketing—to evoke a response from a potential customer. But to read all the marketing books, it’s a lot more complicated than that. We need to raise brand awareness. We need to make an emotional connection. We need to create mind share—and about a dozen other things that aren’t very easy to understand.

What is easy to understand, however, is what all of these fuzzy marketing concepts have in common. They matter only if they result in sales. ...