Marketing and Measurement: Still Not So Perfect Together
Marketing executives and those that they badger for information still today often walk away frustrated from the problem of accurate and actionable measurement of campaigns of all sorts. Marketers used to be able to hide behind vague metrics like eyeballs and overall demographics of whatever medium they were using. The imperfections of the measurements were accepted and everyone just went along their merry way because you have to advertise to do business, right?
Then along comes the Internet and promises of hard numbers to help marketers make better and more targeted efforts that can be measured down to the nth degree. They can be measured but many are finding even those measurements fall short. eMarketer reports on a study conducted by Ifbyphone and their “State of Marketing Measurement Report” shows that marketers still feel many offline options are more measurable than online.
Print ads are more measurable than social and SEO? Ouch. At least people still wonder out loud what marketing value their PR campaigns have!
What is interesting to see is that social media was slightly ahead of SEO regarding effective measurement. Honestly, that speaks pretty harshly of SEO since there has been a much longer time to figure out how to measure that discipline more effectively AND it has more of a direct measurement in clicks. It’s when people got smart enough to figure out that it was conversions that mattered and not rankings that things got dicey there.
So what are marketers using to measure these campaigns? No real surprises
Tools are one thing but what do most marketers ultimately track?
Of respondents, 62% said they track an overall net increase in sales to measure the success of marketing programs. Additionally, 57% look at the number of new customers acquired, 39% track the number of new leads generated, 33% look for an increase in customer retention and 33% measure a quantified increase in awareness.
So what’s your take? What tools are you using to track the success of your marketing efforts? What are measuring? Is it working for you? So many questions and so many pilgrims. Let’s hear it.