Does it Work?™: 10 Principles for Delivering True Business Value in Digital Marketing by Atchison Shane & Burby Jason
Author:Atchison, Shane & Burby, Jason
Language: eng
Format: epub
Publisher: McGraw-Hill Education
Published: 2015-04-22T00:00:00+00:00
GOALS RULE
Of course, we have to end with a warning. Some brands take valuation too seriously. It is not an end in itself, and if you try too hard to move this number and ignore the rest of reality, you will get into trouble. Measuring what matters involves a balance. We measure short term and long term. We measure campaign success while keeping an eye on brand.
That means that business goals still rule our activities. If you have strong goals, you’ll naturally seek out the difficult measurements that show progress against them. You can have 100,000-plus Facebook fans and still not impact sales. You can have 1,000,000 users of your service, but if none of them are paying attention to your ads, you don’t have a business model. But with good goals, you won’t be interested in those metrics. You’ll be interested in seeing which fans convert to customers, and which ones help lift your brand perception.
Measuring such things requires forethought and ingenuity. It’s not merely a science but also an art—one that can be as important to your business as any other creative idea.
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