7 Keys to Marketing Genius: Linking and Tracking Your Marketing
The following is an excerpt from The 7 Keys to Marketing Genius by Michael Daehn
So if advertisers seem to be unaccountable for results, what is the answer? This is a complex problem, and if you can figure out an effective answer, you will be rich. It is impossible to completely measure all advertising, but some methods are better than others. I have already mentioned the capabilities of the Internet to evaluate sales. If you need hard numbers, the Internet is a tremendous tool.
For other advertising methods, use some kind of linkage that can be tracked. If you send coupons to consumers, place a code on them so you can track which ones were redeemed and by whom. If you do a television commercial, add a web address or telephone number on the screen. Place the same information in other media, such as magazines. When consumers log into the site or call, ask them how they heard about the company. If most of your inquiries are coming from the magazine ad, then you can ditch the television commercial and its costs.
All your advertising should provide some kind of linkage that provides you feedback about its effectiveness. Without this data, it is difficult to justify advertising costs. This information is also vital in creating more targeted advertising and building relationships with current customers (Key 5).