For Advertisers: Effective Marketing Measurement
There’s a key word in the title of this blog… Effective. If you are interested in truly knowing your ROI on marketing and advertising — what’s working and what’s not — that word should stand out big time. I’ve had many conversations with business owners who are checking off the Measurement box and doing all the “right” things when it comes to evaluating marketing decisions, but the questions they are asking aren’t necessarily the most effective when it comes to truly deducing what marketing is working for their business.
I came across this article that lays out a scenario I’ve seen many times. Much of the issue stems from basic consumer behavioral changes that, if not considered, could lead to assumptions about your marketing mix that aren’t true….