Measurement benchmarks – Self-market regulation
All companies -of any kind or size- are having in front of them a chaotic ‘clutter’ of digital/social media metrics, while the business and marketing teams aren’t sure which metric is the most relevant, objective and true to its purpose.
On the other hand, thousands of agencies, web ‘gurus’, freelancers of any digital area, growth marketers, SEO experts …you name it, propose ‘mumbo-jumbo’ services and metrics to companies and Marketers.
Who is transparent? Clear to understand? Committed to measurement? True to reporting? Which service provider is bridging the current companies’ knowledge gap in digital channels and performance in a truly professional way?
As long as the market stakeholders (IAB, Association of Advertisers, Association of Communication agencies, e-Commerce (GRECA), and Media houses’ organization) don’t agree to educate the market, and spread the right metrics per channel, per service, per industry (so every CEO, owner, marketer, executive can benefit and improve) …the phenomenon of “getting fooled by irresponsible freelancers, who nobody knows what they are doing and if this is critical or not” (in the words of a big customer) will continue. Actually, it will intensify. What do all these market stakeholders do?
The idea is simple: sit down, all of you around one table, combine your know-how and draft the “Bible of Metrics”. Then spread it to all industries, chambers, associations, owners, and geographies, so you educate the market; you can certify professionals; you help companies protect their interests from this new breed of “digital-we-do-it-all” clan of freelancers and agencies.
Social media is about the people! Not about your business. Provide for the people and the people will provide you. – Matt Goulart