What’s the end goal?

21Mar11

I’ve ranted before about the fact that as an industry, we’ve gotten away from what we’re really here to do – sell stuff. And nothing illustrates that better than this story about how the horrible Jennifer Aniston/SmartWater is being lauded for simply the number of views it’s receiving.

When did the number of views a video receives equal success? If that was the case, then every network primetime spot is successful, since they get millions of views. Can someone, anyone, show me correlation between views and sales? When did both clients and agencies settle for such a low bar?

Here’s an idea – why don’t we stop making such a big deal about views, Facebook “likes” and the number of reTweets our work gets and instead focus on what these things actually do to increase sales. It’s a radical notion I know…

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