Comments on: Brand awareness is not a goal…

By: Are you sure brand awareness isn’t a goal? Really?

Are you sure brand awareness isn’t a goal? Really? — Tue, 02 Jun 2009 15:46:26 +0000

[...] reader asks, “You once said brand awareness is not a goal. But doesn’t marketing have value on its own?” Marketing absolutely has value to a [...]

By: Does your ecommerce strategy have the right goals? (Guide to Small Business Ecommerce Strategy)

Tue, 13 May 2008 15:42:49 +0000

[...] goals need to tie back to a business result. One of the reasons I say brand awareness is not a goal is that rarely can a business manager tell me how they benefit from that awareness. For instance, [...]

By: Small Business Ecommerce Link Digest - May 9, 2008

Small Business Ecommerce Link Digest - May 9, 2008 — Fri, 09 May 2008 13:12:56 +0000

[...] GOOG from Search Engine Land and Linda Bustos this past week. While I’m a big believer that brand awareness is not a goal, Search Engine Land’s Seven Tactics For Leveraging Paid Search To Build Brand Awareness still [...]

By: Do your campaigns do this?

Do your campaigns do this? — Tue, 12 Feb 2008 12:43:45 +0000

[...] a big believer that brand awareness is not a goal. I’m also a big believer that OfficeMax may even have failed at that. Grok Dot Com gives an [...]

By: The case for prioritization

The case for prioritization — Tue, 15 Jan 2008 09:11:37 +0000

[...] Every initiative should have some goal tied to it. “Buzz” is not a goal, though. Neither is awareness, at least not on its own. Sales are a goal. Email address acquisitions are a goal. Increased [...]