I spent my first 10 years in the field of direct marketing which, at that time, was very measurable compared to other forms of advertising. Today, online marketing allows marketers to gather even better and more immediate results on how they’re doing. Surprisingly, though, (at least to me) there are still a number of organizations–large and small–that are not using analytics to evaluate how they are doing in terms of connecting with, engaging and influencing their target audiences. And, in some cases, they are not acting on the information they attain. (more…)
Posts Tagged ‘measurement’
One of the most important elements of successfully implementing a strategic plan of any size (whether a business plan, an annual company plan, a marketing plan, etc.) is establishing benchmarks or objectives that are specific and quantifiable and that will be tracked throughout the planning period. The use of dashboards is a great way to visually – and simply – convey information on how the organization is doing. Sharing this information openly (more…)
I recently read a very interesting–and puzzling–article in AdvertisingAge about E*Trade’s recent management shakeup. The company is apparently searching for a new CEO after unexpectedly parting with its current CEO in August. The article goes on to talk about the company’s stock slump and general poor performance. The surprising part, to me, is that (more…)
Most businesses today have a web site. Once that web site has been up and active for a while, they often wonder whether their site is as effective as it might be. We work with a number of clients to help develop, position, evaluate and improve their web sites from a content standpoint (more…)
Working in large organizations I became very familiar with “leading” and “lagging” indicators and, admittedly, sometimes I found what I thought was the “complexity” of the concepts to be a bit overwhelming. But, I’m very data-driven and very committed to measuring the impacts of my efforts whether working in an organization, for a client or for myself. The premise is really quite basic: if you are looking for (more…)
What are senior managers across the globe and across multiple industries concerned about these days? Reputation. So says a recent study conducted by Spencer Stuart and Weber Shandwick. Not surprising given the hit that many companies have taken over recent years in terms of their reputation, credibility and trust among consumers. So what are senior leaders’ expectations of the communications function according to the study? (more…)
As the New Year approaches it’s time to begin thinking about New Year’s resolutions. I’m pretty goal oriented and actually love this time of year–it’s always fun to look forward to new possibilities and make new plans for growth and achievement. I also believe that thinking about and committing our goals to some formal form (whether hard copy or online) serves to formally mark them in our minds and increases the odds that we will actually move forward to achieve them.
Here are my “top 3 marketing resolution recommendations” for 2012: (more…)
As I work with companies on their marketing communication efforts most are understandably concerned about measuring the effectiveness of their marketing efforts whether those efforts involve multi-media campaigns or social media. And, personally, I’m a strong proponent of measurement in any business endeavor – you must be able to show a return on your efforts to prove your worth whether you’re an employee or a consultant/contractor.
But, if you’re responsible for marketing communications, you also need to make sure that you’re measuring those things that your efforts can realistically impact. (more…)