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Is Your Marketing Producing the Results You Expected
Feb 7th
Is Your Marketing Producing the Results You Expected
This content from: Duct Tape Marketing
Image:One-Fat-Man via Flickr CC
The poll question above is a bit loaded and, not that I want to skew the results, the answer for most lies in the fact that they don’t really know what results they expected or what result they are actually getting. Mostly they know the results aren’t what they had hoped for, but that’s another issue.
Setting expectations
One of the simplest, yet most effective, things you can do is set expectations or goals for your marketing. You can create overall revenue goals, campaign goals or more product or service specific goals, but either way, simply defining a target number will prove to be one of the best first steps.
Goals are like magnets in a way. If we define them and measure our results towards achieving them, they can produce some pretty dramatic pull.
I know this is an obvious bit of advice, but experience tells me that few businesses actually set real, tangible and meaningful targets. How many widgets do you need to sell this month? How many press mentions do you want to add this quarter? How many newsletter subscribers, webinar attendees or trial evaluations must you complete this week?
Measuring results
Once you define your marketing expectations you must define and track the most important indicators that will tell you if you are on track.
You can make this is a simple as a weekly sales total or as complex as the results of multivariate ad element testing, but the key is start measuring something and sharing the numbers.
If you’re not measuring anything, break a few key numbers down and figure out a way to produce a weekly spreadsheet that you use as a guide and also use to share with team members. Then start looking for ways to add key indicators to the list so in addition to simply measuring results you can start measuring individual effectiveness.
Add Google Analytics to your web site and pick up a copy of Web Analytics 2.0: The Art of Online Accountability and Science of Customer Centricity
by Avinash Kaushik.
If you’ve been measuring key indicators and you’re comfortable with a tool like Google Analytics, consider looking at a more advanced form of measurement from the use of a tool like KissMetrics. This tool can measure so many things that it can also overwhelm, so don’t start here unless you’ve mastered the basics.
View full post on Small Business Marketing Blog from Duct Tape Marketing
U.S. Marketers Will Double Investment in ‘Digital Data’ by 2012, Offsetting Expected Declines in Offline Media Spending
Sep 8th
| That’s one of the principal… a New York-based strategic consulting firm that serves the advertising, marketing services and digital media industries. |
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White House expected to propose major tax breaks for businesses
Sep 2nd
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Mobile Marketing Expected to Surpass Internet Marketing
Aug 15th
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Group M: Internet advertising expected to trend up
Jun 29th
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Apple Sells Twice as Many iPads as Expected
Apr 5th
On its debut weekend, Apple sold nearly twice the number of iPads analysts had expected. An estimated 700,000 iPads sold this weekend; analysts had estimated far fewer of the tablet computers would see. Bloomberg has more:
Hundreds of shoppers lined up to wait for stores to open, though crowds didn’t camp out for days this time, as they did when the iPhone debuted. Many of the buyers identified themselves as early adopters and Apple enthusiasts, making it harder to tell if the iPad will win over mainstream customers.
The iPad’s success will depend partly on the attractiveness of applications that run on it. CBS Corp., the most-watched U.S. TV network, announced plans last week to offer episodes of shows such as “Survivor” and “CSI” on the iPad. Walt Disney Co. will release iPad applications for ABC shows and ESPN games. And Netflix Inc., the movie-rental company, will let subscribers watch programming streamed to the iPad.
The device went on sale April 3, drawing crowds to stores across the U.S. and rivaling the frenzy seen when the iPhone was introduced in 2007. Lines at five stores surveyed by Piper Jaffray were longer than expected, yet Apple had iPads available late in the opening day, signaling the company was able to produce enough devices to fulfill initial demand, Munster said.
Analysts also expect Apple to sell 5 million iPads during the coming year, according to Bloomberg, but those are the same analysts who just underestimated the product’s weekend sales. The article also indicates that higher-than-expected sales may point to a tablet revival. It’s worth considering. I think it’s still too early to tell.
View full post on Business Pundit
