Separating ROI from data noise
Learn what metrics can help you truly understand the value of your spend, and what technologies really deliver on this most important metric.
Small-to-medium businesses are investing in their marketing at jaw-dropping new levels. BIA/Kelsey predicts that 2015 will be a banner year for local media expenditure on the part of these organizations, with investment exceeding $50 billion. Digital investments are at the forefront, with 28% of marketers reducing their traditional advertising budget to fund more digital marketing and search marketing capturing the largest share of online spend at 47%, according to Business2Community. But with so many dollars on the line, how can a business know what investments are really paying off?
Return on Investment is the gold standard that today’s marketers are seeking. But with each new media channel, there is new complexity in the metrics…
Optimising and connecting customer touch points
Marketing expert Dr. Jeffrey Lant, says that in order to penetrate a consumer’s consciousness with your brand, and to make significant penetration in a given market, you have to make contact with the prospect a minimum of seven times. These seven “touch points” don’t have to be dedicated sales outreach, but refer to the different ways consumers interact with your brand: browsing your mobile site, for example is a touch point, as is receiving a flyer or trawling through your social channels.
Although this “Rule of Seven” is not absolute, it gives marketers an idea of the kind of effort and variety it takes to make an impression on a potential customer.
With the dawn of the digital age, the numerous channels and devices available for interaction mean that optimising each consumer touch point is more important than ever. It has…