I

f a tree falls in the forest and there’s no one there to hear it, does it make a sound? Sure. But the sound has no meaning. The same is true for marketing campaigns. If a marketing campaign hits the marketplace and no one is measuring its impact, then the campaign has no meaning.

Every marketer wants to know that their efforts are effective. The best ones want to know what works and what doesn’t. The very best ones are able to allocate the funds necessary to pay for collecting information, tracking responses, maintaining historical data, and analyzing results.

They know that the path to effective marketing is the long road, not the shortcut.

But no matter where you are on this road, the first step is always the same — you have to define your KPIs (key performance indicators) and incorporate data gathering into your strategy. But it’s not enough to simply identify what your KPIs will be. You need to determine what method you will use to measure results.

Meaningful data can be gained from virtually every message you generate in support of your marketing efforts as long as you are deliberate about what kind of data you want to capture. Click-throughs, page views, call volume, likes, follows, shares, open rates, and even impressions are just a few examples of metrics that help tell the story about how impactful your marketing messages are. Whether you are looking for answers to short term programs or building a macro view of your advertising impact over time, deciding what to track and how to track it is just the first step. 

Marketing ROI

Once you have defined your KPIs and determined your approach to measuring impact, you need a campaign that can deliver results worth measuring. You need a campaign that delivers ROI — Relevance, Originality, and Impact. Your best strategy ensures that your campaign will be: Relevant to your customers and prospects; Original in its approach to the marketplace; and Impactful in the way it reaches people.

Helping companies build positive messages that generate more sales with their customers is what we do at Positive Brand. Contact us today. We can show you how an ROI strategy can improve your marketing campaign’s performance and give you more to celebrate when you evaluate your next quarter’s results.