Measurable Marketing Means No Excuses

Josh GordonRight now, more than any other moment in the history of marketing and even the history of business, marketing professionals have access to robust tools that facilitate immediate performance evaluation and accountability. For decades marketers and brand advertising agency executives changed the subject when bosses and clients asked for results. (E.g. “How are we measuring awareness, Mr. Account Executive?” “Whoa, did you see the game over the weekend?”) For the most part, bosses and clients played along. But, the pace of technology has made marketing easier to measure. Search engine marketing and direct digital marketing are two primary examples of marketing disciplines that offer powerful measurement capabilities.

What does the widespread availability of marketing measurability mean? It means there are no excuses.

According to one recent survey, 75 percent of marketers are still changing the subject. The joint survey, conducted by Chadwick Martin Bailey and CMG Partners, discovered that only 25 percent of marketers believe they are managing their marketing effectively.

That number – like all numbers – is subject to interpretation. Perhaps some marketers are measuring their effectiveness but believe the measurability can get better. Regardless of the reasons behind the statistic, it is alarming and perhaps an indication that marketing is still executed and analyzed more on its art than its science.

Perhaps one reason marketing measurement lags in adoption is the “double” cost. There is the cost of purchasing and maintaining the necessary tools for effective measurement and the opportunity cost of time and resources spent discovering the right approach and convincing all of the stakeholders involved that measurability is mandatory.

More likely is a scenario where most marketers are unconvinced of measurement’s value. The survey discovered that 75 percent of the over 400 companies surveyed are interested in better measuring the performance of various marketing efforts, but a comparatively tiny 24 percent believe using insights from measurement improve results.

This “effectiveness gap” is closed for any addressable direct digital marketing tactics. A foundational principle of direct digital marketing is applied measurability – the capacity to seamlessly execute, analyze, and improve any direct digital marketing efforts – whether the campaign is executed on a website, through email, or over mobile – without heavy lifting on the part of the marketer. If marketers believe measurement efforts hamstring the ROI figures they are ultimately accountable for – rather than enhance them – it is easy to understand why measurement adoption is slow. But, once the buy-in comes from bosses and clients – and it is only a matter of time – measurability becomes mandatory.

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