Archive for the ‘Marketing Measurement’ Category
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…)
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…)
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…)
Tags: content creators, content marketing, content marketing agencies, content marketing vendors, freelancers, hiring freelancers, SEO, Social Media
Posted in Content Marketing, Internet Marketing, Marketing and Branding, Marketing Communication, Marketing Measurement, 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…)
Tags: Marketing, marketing measurement, marketing plan outcomes, marketing planning, marketing plans, strategic marketing, Strategic Planning, Strategy
Posted in Competition, Marketing and Branding, Marketing Measurement, Small Business Strategy, Strategic Communications | 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…)
Tags: advertising strategy, brand strategy, marketing strategy, Strategic Planning, Strategy, tactics
Posted in Marketing and Branding, Marketing Measurement, Strategic Communications | 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…)
Tags: conferences and conventions, exhibiting at trade shows, exhibits, trade shows
Posted in Business Development, Client Relations, Marketing and Branding, Marketing Measurement | No Comments »
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…)
Tags: company surveys, Constant Contact, Customer Service, focus groups, Innovation, marketing research, polls, qualitative surveys, quantitative surveys, SurveyMonkey
Posted in Marketing Measurement, Marketing Research | No Comments »
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…)
Tags: Harvard Business Review, Innovation, innovative marketing, new product development, product development, real-time marketing, Regis McKenna
Posted in Business Development, Marketing and Branding, Marketing Measurement | No Comments »
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…)
Tags: marketing measurement, measuring results, metrics, SEO, Social Media, Technology
Posted in Analytics, Internet Marketing, Marketing and Branding, Marketing Measurement | No Comments »
Tuesday, August 5th, 2014
The older I get, the more I recognize the inevitable cycles that occur all around me, from fashion trends to areas of marketing focus. It’s the yin and yang of life I suppose; we naturally shift back and forth between preferences for one thing or another. And, it is likely true that there is nothing really “new” under the sun, just recycled or updated twists on things that have gone before.
Except, perhaps, in the world of online marketing. One of the latest trends–contextualized advertising–offers marketers the ability to almost “get inside the heads” of potential consumers to deliver messages to them based not only on places they’ve visited online, but for things that might be geographically or contextually relevant to them.
For instance. You’re walking down the street on a hot summer day and you get a text message telling you about a great deal on ice cream at a shop that is now literally 10 steps away from you. Or, you’re driving to a vacation destination and a special deal on a hotel at the next exit pops up. That’s contextual advertising and it’s all the rage right now. Although, of course, nobody quite knows yet (more…)
Tags: Advertising, anaytics, contextualized advertising, Marketing, SEO, Social Media
Posted in Analytics, Content Marketing, Internet Marketing, Marketing and Branding, Marketing Measurement, Strategic Communications | No Comments »
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