Marketing Measurement – Why Not?
If you own or operate a business and want to increase its growth and profitability, accurately measuring and tracking the performance your marketing strategies is a must.
Everyone has heard the famous advertising adage:
“I know that half my marketing isn’t working. The trouble is I don’t know which half.”
If Mr. Wanamaker were alive today he’d have one less trouble because he would be able find, change, or eliminate his non-performing marketing strategies. How much more successful could he have been if he had access to the modern marketer’s toolbox? It is difficult to imagine.
Yet today, almost 100 years later, many business owners still do not accurately measure and track their marketing. They do not take advantage of tools and technologies that that people like John Wanamaker and Claude Hopkins would have killed to use.
When asked about the performance of their marketing, many business owners and marketers take the easy way out. “My business is good, so my marketing must be good,” they say. Few have the specifics, but getting in touch with the specifics is a guaranteed way to improve the performance of your marketing.
So why don’t more business owners accurately measure their marketing?
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