Archive for the ‘Marketing Measurement’ Category

Building a Better Blog

Thursday, July 28th, 2016

Keyboard - smallIt’s hard to overstate the value of a good blog and the impact it can have on your business. Here when we’re talking about value, we’re talking about bang for your buck. A blog is essentially free, other than the time you put into creating content and the cost of the website on which you host it. And yet a quality blog can do so much to drive traffic to your website and to help establish yourself, and your organization, as thought leaders in your industry.

We’ve been blogging since February, 2009, and we’ve been doing it consistently (one of our highly recommended strategies for success). Here are our “top tips” on building a blog that will generate real results: (more…)

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Yes You Can: Measure the Effectiveness of Your MARCOM Efforts!

Thursday, March 24th, 2016

Recently we discussed the challenges of determining the effectiveness of a marketing campaign. We cited a McKinsey & Company report showing that many companies don’t make any effort whatsoever to measure the success of their marketing efforts, and we discussed that there is a variety of variables that can make objective comparisons difficult.

However, rest assured that you can, in fact, measure the results of your marketing investment. As Content Marketing Institute discusses, there are a variety of key performance indicators that you can use in your analysis. The article gives some KPIs and some specific examples of each: (more…)

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Methods of Measurement: Don’t Cop Out When It Comes to Measuring Communication Impact

Tuesday, March 1st, 2016

It’s hard to imagine which position would be worse: the small business owner agonizing about the wisdom of spending money on a new marketing campaign with seemingly vague and uncertain results, or the marketing manager struggling to find a way to demonstrate the financial value of her efforts to her boss. Marketing has traditionally been notorious as an expense for which the ROI is hard to measure. And according to a McKinsey & Company study on marketing measurement, (more…)

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Evaluating and Choosing the Right Content Creator for Your Brand

Tuesday, December 22nd, 2015

Nobody would dispute that “content is king” in the 21st century. Marketers are scrambling to create, distribute, and repurpose content in ways that resonate with their audiences. Demand for original content has likely never been higher and continues to climb. That’s good news for the agencies and freelancers who are positioned to provide quality content; their numbers are growing exponentially.

That can be both a good and a bad thing for the companies that need unique, high-quality content to feed consumer demand and stand out from the competition. (more…)

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Marketing Planning: An Ongoing Process

Friday, September 4th, 2015

In an industry like marketing that’s driven by having its finger on the pulse of cultural trends and attitudes, a major fear is becoming stale, outdated or thought of as “yesterday’s news.” At the same time, there’s a very real danger in being too quick to move away from the tried and true, especially in established businesses and industries. So, with the obvious need to strike some sort of balance, the clear question becomes, “How often should I update my marketing plan?” (more…)

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Don’t Create Strategies or Tactics Without These Critical Insights

Thursday, August 27th, 2015

by Linda Pophal

 

So, you’re in the market for a strategic marketing professional. You’ve screened hundreds of applicants, and it’s down to the handful you’ve picked to invite in for interviews. But this is an inherently creative position, and cookie-cutter interview questions about an applicant’s past experience or about their evaluation of their own qualifications might not give you enough insight to pick the right man or woman for the job. (more…)

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Are Trade Shows Worth the Investment?

Saturday, February 28th, 2015

I responded to a reporter’s question recently about the value of trade show participation for businesses. It’s a question that I have often pondered myself. “Are trade shows worth the investment?” Having attended trade shows, both as a participant and as an exhibitor, my opinion tends to lean toward (more…)

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Why Your Customer Surveys Just Aren’t Working

Tuesday, December 2nd, 2014

Customer surveys are one of the most commonly used arrows in a marketer’s quiver. What better way to get an idea of how your customers think than by asking them directly? While the basic idea is sound, the execution of customer surveys is often lacking. (more…)

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Engaging Customers in Real-Time Product and Service Development

Wednesday, November 26th, 2014

Traditional forms of marketing often pose a challenge for businesses in that they are often necessarily reactionary. Generally, marketers can’t determine customers’ satisfaction with a product or service until it’s already been created and introduced. By that time, it may be too late. (more…)

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Do Your Metrics Reflect Value or Vanity?

Sunday, November 9th, 2014

Measurable, reliable, quantitative data is constantly being sought after by marketers. In comparison to relatively more concrete elements of a business, such as finance and operations, marketers often feel pressure, whether real or perceived, to provide some sort of measurable return on investment for their efforts. Sure, your new website design looks great, but has it directly contributed to increased online sales? Unfortunately, for many marketing efforts, it can be difficult to convincingly tie a dollar spent on marketing to dollars earned in new business.

This pressure is evaluated in a Harvard Business Review article by Eric Ries called “Entrepreneurs: Beware of Vanity Metrics.” Vanity metrics, Ries explains, (more…)

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