Why we measure messages just because we can

In the online world it is often said that "content is king." It's another way of saying that unless a viewer is satisfied and rewarded by the content they read or use, all else fails.

Many marketers and website operators have become obsessed with the traffic-driving ability of their content. For example, online advertising revenues are generally based on a CPM (cost-per-thousand impressions), or pay-per-click basis, rather than on a flat-fee, with the value of content depending on the amount of traffic it can draw to websites and communications where ads are displayed.

It seems that we've become besotted by measuring every analytic... perhaps because we can!

But as we measure almost every parameter of online and other activity, we seem increasingly driven by KPIs that measure success in volume terms. CPM (cost-per-thousand impressions) and pay-per-click measures assume that we should have rather crudely set objectives and measures for success. This leads inevitably to the creation of content that is provocatively designed to 'go viral' by sparking outrage and controversy.

Perhaps we are forgetting something. Marketing 101 tells us that a precise definition of a target audience is the most important starting place. We also know that a measurable and more targeting centric online environment has created unprecedented opportunities for clever nicheing and one-to-one messaging.

Perhaps we've also forgotten that good content doesn't just have to be provocative – to prompt a knee-jerk mouse click. It should be engaging, compelling and relevant so that we are moved to do or believe something. That 'something' is not necessarily to 'click' a mouse.

In my specialist area of public affairs marketing, we've frequently run public campaigns in main stream media and online, where the true target audience is a hand-full of key decision makers. Yes, we could target messages directly to these few people, but we also know that there's nothing more compelling for a decision maker than the notion that their constituents may be being influenced in a particular way – always by a well reasoned, compelling and well targeted message.

I'm also reminded of a billboard erected years ago in London on Euston Road. It was a pitch message from a company seeking the patronage of one person – he drove to work along, you guessed it, Euston Road. The story goes that the billboard succeeded because of its audacity and targeted message. I have no doubt that the single target was also well aware that the particular billboard was very visible to thousands of others. No need for CPM or pay-per-click measures here.

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