We’re all on the treadmill again. Well, maybe not the exercise machine kind, but if you’re a marketer you are most certainly updating your fiscal calendar with programs for the next year. Going to a trade show? Announcing a new product? Creating brand awareness? Need to increase sales? Trying to raise money?
What I sell in a fiscal year is easily measurable. What is difficult to measure is the intangible progress I make with potential clients. Our sales cycle can be long and that work toward developing a client isn’t easy to measure. Same with marketing in general. Are you focusing on the right people? Are you using the right tools? Do you measure what you do? Bottom line ~ do you get the results you desire?
From an “old world communication” yes, in a meeting the other day, print was referred to that way and I nearly fell out of my chair. Talk about feeling old. However, there remains solid proof that print continues to develop when mixed with the application of variable data that drives potential clients to the web…where, with the right incentive, the goal of the marketer can be measured.