Hello, I’m Marianne Tenenbaum, contributing blogger to Once
a Day Marketing™. Today we are looking at measuring results of your
marketing campaigns.
A popular maxim in process improvement says you can’t improve
what you don’t measure. This applies to marketing efforts as well. How are you
determining the success of your marketing campaigns? Do you judge results by
how you feel? Are you looking at sales improvement or something else?
If you aren’t measuring results with meaningful data you
may not have sufficient insight into how campaigns and channels are performing
compared to expectations. As you are developing your next advertising campaign,
establish goals for a few simple statistics such as response rate, increase in
traffic, number of items sold or gross sales that make sense for your
business/product.
When the campaign launches, ensure there is a process in
place to gather results. Begin reviewing the performance of the advertising at
the close of the campaign and compare that data to the goals you established.
As you continue to measure, you will accumulate fact
based information that will enable you to direct your marketing to leverage the
strategies that are driving the best results.
Learn more about establishing your goals. Watch our Once a Day Marketing video: SMART Goals
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