Archive for the ‘Marketing Measurement’ Category
Tuesday, August 13th, 2019
We’ve written before about the sales funnel—the process through which potential customers become aware of, engage with and, hopefully, ultimately become actual customers of your company. The first part of this funnel is typically referred to as “awareness.” This is the stage at which the market—as you’ve defined it—becomes aware of your product or service. They may never be interested in making a purchase or even learning more about you, but they are aware you exist and have entered this first section of your funnel.
At the heart of the sales process is the drive to move potential customers through the funnel from awareness to action—i.e., making a purchase. A lot of resources are put into measuring the losses at each stage of the funnel and figuring out the sources of that attrition and how to reduce it. Unfortunately, a lot of these resources may be wasted. (more…)
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Tags: data analysis, effective marketing, marekting metrics, marketing analytics, marketing strategy, measuring marketing effectiveness, target marketing
Posted in Analytics, Marketing and Branding, Marketing Measurement | No Comments »
Thursday, August 8th, 2019
Businesses spend a lot of time and money trying to gain insights into how customers perceive their product or service offerings. This might involve conducting surveys and focus groups to hear directly from customers. Or, it might involve efforts to ascertain customer preferences based on online behavior and purchase decisions. And yet, despite the general accessibility of this type of information, so many businesses still misread customers. That lack of awareness limits their ability to improve the customer experience. (more…)
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Tags: acting on customer feedback, conducting focus groups, conducting surveys, customer feedback, customer input, customer survey, marketing research
Posted in Marketing and Branding, Marketing Measurement, Marketing Research | No Comments »
Tuesday, August 6th, 2019
One of the persistent challenges for marketing departments is the ability to determine a reliable and justifiable return on investment for their marketing spend. One common reason given for this challenge is the difficulty in attributing revenue to specific marketing activities. But in an article for Forbes, Stephen Diorio argues that there is a need for improvement in how the money that is spent is categorized and tracked. (more…)
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Tags: marketing analysis, marketing evaluation, marketing metrics, measuring ROI
Posted in Advertising, Analytics, Marketing and Branding, Marketing Communication, Marketing Measurement | No Comments »
Thursday, July 28th, 2016
It’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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Tags: blogging, content management, content marketing, digital marketing, managing your blog, SEO, writing copy, writing effective copy
Posted in Blogging, Content Marketing, Internet Marketing, Marketing and Branding, Marketing Measurement, SEO | No Comments »
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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Tags: analytics, Marketing, marketing measurement, measuring ROI, ROI
Posted in Marketing and Branding, Marketing Measurement | No Comments »
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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Tags: content marketing effectiveness, generating marketing results, generating PR results, marketing effectiveness, measuring marketing effectiveness, measuring marketing results, measuring PR effectiveness, PR effectiveness
Posted in Analytics, Content Marketing, Internet Marketing, Marketing and Branding, Marketing Measurement, PR and Media Relations, Promotions | No Comments »
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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Tags: content creators, content marketing, content marketing agencies, content marketing vendors, freelancers, hiring freelancers
Posted in Content Marketing, Internet Marketing, Marketing and Branding, Marketing Communication, Marketing Measurement, SEO, Social Media, Strategic Communications, Web Sites | No Comments »
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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Tags: marketing measurement, marketing plan outcomes, marketing planning, marketing plans, strategic marketing
Posted in Competition, Marketing, Marketing and Branding, Marketing Measurement, Small Business Strategy, Strategic Communications, Strategic Planning, Strategy | No Comments »
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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Tags: advertising strategy, brand strategy, marketing strategy, Strategy, tactics
Posted in Marketing and Branding, Marketing Measurement, Strategic Communications, Strategic Planning | No Comments »
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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Tags: conferences and conventions, exhibiting at trade shows, exhibits, trade shows
Posted in Business Development, Client Relations, Marketing and Branding, Marketing Measurement | No Comments »
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