Hello, I’m Marianne Tenenbaum, Branding Strategist, for Once a Day Marketing™. Today we are focusing on measuring
results of marketing campaigns.
A popular maxim in process improvement says if something isn’t measured, it can’t be improved. 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?
A popular maxim in process improvement says if something isn’t measured, it can’t be improved. 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,
whether using a traditional or social media channel, establish goals for a few
simple statistics such as increased customer social media engagement, 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 data for each goal you selected on a daily, weekly or other
basis. Begin assessing 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.
Once a Day Marketing™ inspires
clients to brand bold. Visit
our website at www.onceadaymarketing.com. Contact Marianne Tenenbaum at (505) 699-7849
or email mten@onceadaymarketing.com. Listen to Ask Those Branding
Guys™ every Monday at 11:00am (MDT) streaming live on SantaFe.com KVSF
101.5 FM.
© 2016 Once a Day
Marketing™. All rights reserved.
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