In the just over 10 years since the release of the platform in November 2005, too many tech marketers now ignore the difference between strategies and channels, favor digital channels that often deliver lower returns than traditional channels and think that direct responses are the only useful ROI metric.
https://techcrunch.com/2016/08/07/how-google-analytics-ruined-marketing/
As some one who knows next to nothing about traditional marketing, a very interesting article. Thanks.
I feel like it's rather overstated.
Even our AdWords campaigns get divided into campaigns that we will measure in pure ROI based on direct action and "awareness" campaigns.
One of the problems of traditional marketing is that there is often a very poor measure of ROI and that has led to prices that are actually higher than they should be. But you have wrestle with the question of how much you can afford to pay for awareness, and that's a gut call in a way that something that is directly measurable isn't.