What Is The ‘Holy Grail’ Of Marketing? – via AdExchanger (source: Martin Kihn, research vice president at Gartner.
What is marketing’s holy grail? Culprits come and go, and they tell us something about our collective preoccupations of the moment.
In recent years, the industry seems to have lost focus, flitting like an unmedicated ‘tween from grail to grail in a frustrating quest for mojo. Variously, the holy grail has been identified as: Facebook fan count, Shoppable ads; Fraud-free advertising; Integrated CMO dashboards; Native advertising; Targeted content; APIs; “Owning the whole SERP“; “Mad Men” (by an agency creative) And in a refreshing expression of fiduciary honesty: a “successful exit.”