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A Resolution for Revolution
By: Dwayne W. Waite Jr.
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What a year 2012 has been. The rise of technology. The wave of revolution. The advocacy of social change and good. We have had more serious conversations about marketing data and advertising "ROI" than ever before. Thankfully, more and more people are beginning to see the truth behind "ROI"; meaning, it is what you make it.

What should AdLand expect in 2013? What should AdLand want in 2013?

Ah, the New Year's Resolution. According to Statistics Brain, only 8% of people who make resolutions are successful in keeping them. Also, those people who explicitly make resolutions are ten times more likely to achieve their goals versus those who do not explicitly make them.

Example: If we said "expect AdLand to organize an industry standard for marketing metrics across channels," the word "expect" voids any kind of explicit commitment. If we said "AdLand will organize an industry standard by the end of 2013 in regards to marketing metrics across media channels" therein lies a goal, timeline, and action. 

Our resolution? A resolution for revolution. It's time the advertising landscape changes, and changes fast. 

The economic environment in the business world suggests that the way we communicate commercially will change drastically. The gap between the rich and everyone else is wider than ever before. Though the Millennial generation is growing to be the next biggest group of consumers, the purchasing power of these people is far less than those before them. As the costs of commodities rise, people are finding less money for "life enrichment" activities. The Consumer Confidence Index and stock market is so based on speculation, industries now have to combat perception along with reality.

And with advertising as the weapon of choice, we are going to have our work cut out for us.

The revolution will be advertised.

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About the Author
Dwayne W. Waite Jr. is partner and principal at JDW: The Charlotte Agency, a marketing and advertising shop in Charlotte, NC. He enjoys consumer behavior, economics, and football.
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