I've been sitting with this article from PR Squared for a few weeks.
THE MEASUREMENT SILVER BULLET DOES NOT EXIST – SO STOP SEARCHING
Of the many articles I've read on the subject, this one really resonated. Measuring standards have certainly been an influence lurking among marketing departments for decades. However, as more and more neato tools and channels spring up, the demand for ROI increases. In my view, this "show me the money" notion seems contrary in many ways to the direction marketing strategy has taken in recent years. Concepts like channel integration and engaging with customers conversationally and through brand "stories" all go in a direction away from rigid measurement systems.
Yet, I'm faced constantly with this topic and clients who are after the hard and fast numbers. As the article suggests, clear cut ways to measure every marketing tactic do not exist. I want to provide value for clients and I'm on a mission to fight the evil influence the whole of marketing is a bunch of fluff and guff.
But, what do businesses really want? Something that works. Something that helps them to grow. Marketing is an elaborate ecosystem dependent on many aspects of a business. Personally, I think generally effective standard of measurement is if it is not hurting, it is probably helping. However, when something is working really well in marketing, it is obvious. People take notice. Customers take notice. Investors take notice. Good marketing moves the needle on the bottom line. This looks different for every business. No single tactic is a silver bullet. No ad equivalent, increase in likes or number of views independently reflects a great measurement of success. Instead, the value lies in what the article, post or video is moving customers to do.
Yet, I'm faced constantly with this topic and clients who are after the hard and fast numbers. As the article suggests, clear cut ways to measure every marketing tactic do not exist. I want to provide value for clients and I'm on a mission to fight the evil influence the whole of marketing is a bunch of fluff and guff.
But, what do businesses really want? Something that works. Something that helps them to grow. Marketing is an elaborate ecosystem dependent on many aspects of a business. Personally, I think generally effective standard of measurement is if it is not hurting, it is probably helping. However, when something is working really well in marketing, it is obvious. People take notice. Customers take notice. Investors take notice. Good marketing moves the needle on the bottom line. This looks different for every business. No single tactic is a silver bullet. No ad equivalent, increase in likes or number of views independently reflects a great measurement of success. Instead, the value lies in what the article, post or video is moving customers to do.
