Great ideas and bad ideas are only great or bad in retrospect. Ideas when they are first conceived are neither, it takes implementation to decide. Â So, the only way to know if your marketing idea is a good one is for people to see it. Yet the majority of advertising is subjected to hours of research, focus groups and reviews before anyone see it. Thatâ€™s because there is a huge amount of uncertainty and money on the line.
The book The Lean Startup explains how startup business should treat uncertainty which I think can also be applied to dealing with the uncertainty of marketing: by advocating the creation of rapid prototypes designed to test market assumptions, and using customer feedback to evolve ideas much faster than via more traditional product development practices. I think the internet makes this a possibility for todayâ€™s advertisers. Create a prototype ad and measure its effectiveness on the web to specific targets before launching it more broadly.