The CMO of a large retail brand stood on stage recently, proudly showing off a fan acquisition campaign that had successfully driven tens of thousands more “Likes” on Facebook. A hand went up in the audience. “Those ‘Likes’ are impressive, but how many of your products did you sell as a result?”
The CMO shrugged and said, “Well, that really wasn’t the point of the campaign. It was about acquisition.”
It’s a good thing that CMO was talking to an audience of marketers and not his or her board of directors. If they had been, that would have likely been the last words he or she uttered as CMO of that particular company.