“Half my advertising doesn’t work. Trouble is, I don’t know which half.” Funny. Wrong.
That amusing but cynical bit of nonsense was coined by famous entrepreneur – and “pioneer of marketing” – John Wanamaker. Buried inside it, though, is the admission that marketing really does work. Half the myth is gone right there. Now for the other half.
If it was ever true that marketing can’t be measured, it’s certainly false today. Promotional channels can be closely monitored and their results can be measured.
Telephone can be measured. Content Marketing can too (including interactive websites, emails, LinkedIn, social media and video). So can Trade Shows, Sponsorship, Referrals, Strategic Selling and many more channels.
You can measure them for engagement, lead generation and even sales orders. You can see what works.
Even with less measurable methods, if it doesn’t seem to be working, it is not because they can’t work well, it is for more fundamental reasons, all of which you can change: getting the message, the customer and the medium right.