If you can't measure it, you can't manage it

If you can't measure it, you can't manage it

May 29, 2009

Time and time again clients have asked us the question, how do we determine if our advertising is getting results?

Generally this is a very difficult question to answer as the results of advertising are difficult to quantify. Television ads, press advertising, flyers and the like will produce a result. Hopefully the phone will start ringing and customers will buy your product. However, the real question is, how many people have actually seen your ad, considered your product and remembered your brand?

In the past, clients would build response mechanisms into their advertising such as promotions, free offers or incentives. However, this only had limited success and depended on the client making contact with the business. Frankly, most people knew that this would mean opening themselves up to contact, which can be a negative.

The internet has changed everything

On the internet every click is trackable, yet browsers can enjoy the anonymity of visiting your website in privacy with no need to talk to your sales staff. Through your website you can then precisely monitor all their movements, where they came from, what time of the day they visited, and the areas of your website where they spent the most time. This information is incredibly valuable, especially if you can attract your clients to your website as part of your advertising strategy.

What does this practically mean?

If you can attract leads to your website via your advertising, you will be able to precisely measure the results.

For example, one of our clients, Patio Innovations, runs press ads in the Melbourne newspaper 'The Herald Sun'. As soon as they do they see a spike in their web visits from Melbourne and can see exactly what percentage of these visits result in leads. For them it has proved that this publication is a good medium to advertise in, because their advertising pays for itself many times over. On the flip side we have other clients who have had us build websites utilising analytical tools which have proven their advertising has not been working.

In short, integrating your website into your advertising strategy will give you the ability to precisely measure the results of your advertising dollar.