Is your marketing on the right track
“Half the money I spend on advertising is wasted; the trouble is I don’t know which half.”
Henry Ford, who often quoted this saying, was a canny businessman: he wanted to make sure that absolutely every advertising dollar was well spent. Back in the day, that wasn’t such an easy task.
Luckily today’s digital environment makes this a far easier process. Web analytics tools have made life much easier and some are free. They give us valuable insight into which parts of our website are working well, where our visitors are coming from, our customers’ “journey” through the site and, very importantly, the number of visitors who actually transact business with us, which we can then link with spend.
Online advertising, too, offers us numerous opportunities to track effectiveness. PPC or pay-per-click may have a place in your marketing budget. However, we should note that such systems can easily be fooled – clicks don’t always equate to genuine interest – and ads shown on sites such as Facebook may correlate to completed buying activity rather than the potential interest in a purchase.
In more traditional media, there are numerous ways we can gain greater insight into the effectiveness of our marketing. These include tracking direct mail campaigns using reply cards, QR codes and campaign codes; the same works for print advertising. Life becomes even easier with email campaigns: we can track who opens, and follow click-throughs to website landing pages and online forms, and of course automate this process in our CRM systems.
Tracking Numbers is an easy-to-use tool that enables advertisers to monitor response rates directly. Essentially a telephone call tracking service, it enables a business to track and monitor how many calls it receives from each individual ad or marketing campaign.
Finally, social media offers various ways to measure marketing effectiveness, reputation and engagement. If you’d like to know more, please contact us at Breathe. We can advise on all of them.