Measuring Marketing Effectiveness in Old Media
In the eyes of many top level executives, the marketing department is often viewed as a cost center. Although some would say that it is impossible, most marketing professionals keep close tabs on their return on investment and the effectiveness of their marketing tactics.
For this reason, it is with much reluctance that many marketers will put new money into old advertising platforms like magazines, radio, television, newspapers and directories. The ability to measure effectiveness is just not there, when you compare it to the internet.
Many marketers will try using vanity phone lines and website splash pages with advertisments in old mediums. However, I am not a huge fan of taking tracking results to this extreme.
Think about it for a minute – If you take out five different ads, have five different phone numbers, and have five different splash pages. This method slaps consistency of messaging in the face. But what are you going to do? Old mediums are necessary to build a brand.
Any suggestions? Please share them.
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