Can we call this out for what it is: Lack of common sense. Lack of gut instinct. Lack of understanding people.
"That led Adidas to over-invest in paid search, for example, an error it uncovered in its Latin America market when a breakdown at Google AdWords and therefore inability to invest in paid search didn’t lead to a dip in traffic or revenue coming from SEO."
Unbelievable. Digital advertising is a tactic not a strategy. How hard is this to understand?
It's all explained in an article in the latest edition of Marketing Week (Oct 2019)
Adidas: We over-invested in digital advertising
Adidas admits that a focus on efficiency rather than effectiveness led it to over-focus on ROI and over-invest in performance and digital at the expense of brand building.
Read the article in Marketing Week here: Adidas Marketing Effectiveness
At the risk of sounding like a stuck record, I outlined all this in my 2017 paper "Putting analog back into insight". In it I identify 4 factors that explain the mindless shift to digital:
'What Gets Measured Gets Managed'
'The Numbers Game'
'The Analog Alien'
'The Strategy Scrum'
You can read the whole paper here: Say big data one more time
Digital advertising is a tactic, not a strategy. It's time to wake up and smell the coffee. People live in an analog world.