Archive for the ‘Marketing Measurement’ Category

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…)

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…)

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…)

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…)

Contextualized Advertising: Just “Preaching to the Choir”?

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…)

Common Marketing Research Survey Errors

Tuesday, June 3rd, 2014

Surveys and polls are two little tools that are widely used and often incorrectly. They’re tools that look easy enough to create and, after all, with apps like Survey Monkey, Zoomerang and others widely available they are vastly easier to prepare than in days gone by.

Yet, despite the ease and availability of tools to help in the process, far too many surveys and polls contain very easy to avoid errors that can cause the results attained to be of questionable value. I work with both students and clients on the development and use of marketing research instruments, and I often review and provide feedback on survey instruments. Some of the most common errors I see include: (more…)

Yes, the C-suite is concerned about ROI — communicators should be too!

Thursday, April 17th, 2014

I’ve been speaking and writing a lot about how communicators can do a better job of connecting with C-suite leaders to get traction for their ideas and proposals. Most recently, I presented a webinar for Mayo Clinic Center for Social Media and Ragan Communications on How to Talk Social Media to Your Hospital C-Suite. I also wrote a series of articles on the topic for IABC’s Communication World earlier this year. And I have a presentation coming up in May for Health Leaders Media.

Much of my work and research has been around issues related to social media but, in truth,
(more…)

Communicating Efficiently Online

Thursday, April 10th, 2014

Expanding communication opportunities bring both benefits and challenges to marketers today. While the availability of a wide range of communication options can be empowering, it can also be overwhelming. Which to use? When? How? How can you ensure that you’re not just wasting your time?

Marketing staff at both large and small organizations are finding themselves faced with significant opportunities today, but these opportunities can translate into a significant amount of work. What can they do to ensure that their time is being spent most effectively? (more…)

What Are the “Right” Metrics to Measure Marketing Effectiveness?

Thursday, January 2nd, 2014

Over time, I’ve come to realize two things about my love for marketing:

  • I’m addicted to response. There’s nothing I like better than developing strategies and tactics, implementing them and seeing how well they worked. The higher the numbers, the greater the rush. The lower the numbers, the greater my need to boost them.
  • I’m comfortable with—even driven by—the ambiguity of marketing. There are no truly “right” answers to a lot of the questions that marketers ask, and I’m okay with that.

One of the questions that there isn’t a “right” answer to is a question that is posed frequently these days. “What are the ‘right’ metrics to measure marketing effectiveness?” (more…)