Posts Tagged ‘marketing measurement’

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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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that’s driven by having its finger on the pulse of cultural trends and attitudes, a major fear is becoming stale, outdated or thought of as “yesterday’s news.”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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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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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…)

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Challenges on the Horizon for Marketers in 2014

Thursday, December 5th, 2013

As 2014 rapidly approaches (I can’t believe how rapidly it’s approaching…) businesses are looking ahead to the New Year and thinking of the challenges and opportunities they will face. We recently responded to a reporter’s inquiry about marketing challenges lying ahead in 2014. Here’s our perspective:

There are two key challenges that businesses are likely to face in 2014 from a marketing standpoint: one is evergreen, the other is continuing to emerge: (more…)

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Looking for the next big marketing idea? Unless it’s tied to real, bottom-line results don’t bother!

Tuesday, December 3rd, 2013

Marketers, advertisers, marketing communication strategists, copywriters, designers, videographers, etc., etc., etc., often talk about “the big idea” – and much of their time, effort and brainstorming activities are directed at identifying that “big idea” – that one thing that will… That will what? It is at this critical juncture between the idea and what that idea is intended to do, I think, where creatives often fail to get the point.

Here’s the thing: (more…)

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