A chocolate teapot, an inflatable dart board, and a marketing campaign without any feedback. What do these three items have in common? They’re all as useless as each other. When it comes to implementing a marketing campaign, without analysing the feedback, you’ve just wasted a mammoth amount of your time.
There are loads of ways of analysing the success of a campaign. My personal experience is from e-mail and e-newsletter servers and Google Analytics. However there are many ways of analysing the success of a marketing campaign – both hi-tech and no-tech.
The main thing to remember is to go that extra mile and document what reactions your marketing campaign is having on your respondents. With Google Analytics, I find keeping track of the amount of visits to my web site is an easy way of assessing how my marketing campaigns are going. I also find searching for 5 – 10 keywords that I selected earlier a good way to see how my site is ranking in Google, Yahoo! and MSN.
Ultimately, everyone wants more customers and the online marketplace can help deliver more sales. It is important to realise though, that not all customers are alike. Some people just prefer picking up a phone or walking in to a shop rather than doing business online. However it is a necessity these days to have a comprehensive online presence in tandem with traditional marketing. Online marketing is not expelling traditional marketing methods, it is merely another medium to reach your customers through – a very important one.
