One of the things I’ve always advocated when consulting clients or internally is to measure business outcomes, not just activities.
Digital marketing has actually made tracking actual business results much easier and much more accountable than print or telephone channels.
In digital marketing, this requires web analytics. There are several types of analytics, but the most popular is click-stream, which tracks actual clicks and visits.
Many of us have Google Analytics or other click-stream tracking set up … but many of us probably have never checked it.
This is a huge mistake. By measuring our web data, we can: Read more...
If you owned a store and no one came to the store, you would worry. You wouldn’t say, “Well, I did my job. I opened up my store. There’s even merchandise here and a semi-functioning cash register. Someone who really wants to buy can.”
If that was the case, you would wonder what was wrong. Perhaps you would invest in a promotional campaign: maybe take out an advertisement, contact local media to try to get a story, give a sales discount, offer a Groupon or Living Social coupon, or pass out fliers in the parking lot. Read more...
I’ve touched before on the importance of strategic planning before: decide what you want to do before you decide what services or tactics you want to implement.
The Cline Group’s CEO, Josh Cline, also wrote about the importance of planning on The Cline Group’s site. Josh wrote:
So, what is the big problem? Companies today are forgetting the traditional holistic approach to marketing strategy. They are forgetting or ignoring basic business and marketing fundamentals like messaging and positioning, branding and overall perceptions. Companies are missing the basic marketing principles, such as mapping the marketing plan to the company’s short-term and long- term goals and its business objectives. Read more...