At That Point
  • home
  • our story
  • our services
  • your resources
  • SA Industry News

Good measurement drives good results

27/11/2019

0 Comments

 
Picture
By Idele Prinsloo, Agency Lead, At That Point

The hard work you put into your marketing and communication efforts runs a high risk of going to waste if you do not measure the effectiveness thereof continuously and thoroughly.
 
By keeping a close eye on how these efforts are performing in terms of reception, reaction and engagement, you can detect any mistakes or inefficiencies early and correct them promptly to ensure you reach the goals you set out to.
 
The black sheep
When it comes to the content strategy of marketing and communication projects, planning, creation, promotion and analytics/measurement are the four main pillars. Each of these are critical to a successful strategy.
 
Whatever the reason, experience has taught us that analytics/measurement is the black sheep that gets neglected most often. Should the reason be fear of the results and the lack of knowing what to do next. Please be rest assured, you do not need a qualification to pull it off.
 
To determine the effectiveness of your content marketing efforts you can measure website traffic on a regular basis using Google Analytics, monitor the growth of your email subscriber list, subscribe to tools like Moz and SEMRush to continually monitor your search rankings, as well as gather feedback via social media updates and shares, direct messages, blog comments, emails, reviews and phone calls, just to name a few.
 
Keep up or miss out
It is however important to conduct regular marketing and communications measurement audits to make sure you are not only measuring but that you are using the right measuring tools that reveal the correct insights.
 
When doing such audits, it is helpful to stay informed on the latest communication measurement trends. Earlier this year, at the Summit on the Future of Communications Measurement, experts agreed that a more holistic view of the value of communications is a trend that is currently becoming gradually clear.
 
It has become about more than just measuring the accumulation of sales leads. C-suite executives are becoming increasingly interested in measuring the environmental and human impact of their businesses. Communications will be at the centre of building or rebuilding trust, which has become a scares commodity.
 
To state it bluntly, the business world’s priorities, focus areas and way of operating is changing and measurement must keep up.
 
According to business2community.com walls between PR, social media marketing, advertising and digital marketing are crumbling as communications professionals recognise the benefits of integrating PR and marketing functions.
 
Companies have come to learn that integrated communications, results in a consistent message and voice across all channels of communication, which leads to more efficient allocation of resources and more agile organisations that are capable of quicker reactions.
 
Industry experts therefore anticipate that all marketing and PR measurement of earned, owned, paid and social media will, over the next four years, be integrated into a single online dashboard that can be tweaked according to different department needs.
 
The bottom line is; to continuously evolve and update your marketing and communication measurement tools and approaches to avoid getting left behind and missing out on great success.

0 Comments



Leave a Reply.

    Archives

    November 2020
    September 2020
    July 2020
    April 2020
    February 2020
    January 2020
    November 2019
    October 2019
    September 2019
    August 2019
    July 2019
    January 2017
    July 2016
    February 2016
    January 2016
    October 2015
    September 2015
    August 2015
    June 2015
    February 2015
    January 2015
    November 2014
    October 2014
    September 2014
    August 2014
    July 2014
    February 2014
    January 2014

    Categories

    All
    Adapt
    Authenticity
    Bemarking
    Branding
    Business Leads
    Communication
    Communication And Marketing Strategy
    Communication Channels
    Competition
    Consumer Trends
    Content Creation
    Content Marketing
    COVID-19
    Doing Things Differently
    Effective
    Follow Up
    Follow-up
    Follow Up On Business Leads
    Grow Business
    Grow Revenue
    Industry Associations
    Leadership
    Lead Fostering
    Leads
    Management
    Marketing
    Marketing Trends
    Objectives
    Outsourcing
    PR
    Real
    Reputation
    Respect
    Sales Growth
    Social Media
    Strategy
    Target Audience
    Trust
    Truth
    Video
    Video Creation
    Video Production
    Webinars

    RSS Feed

CONTACT US

office [at] atthatpoint [dot] co [dot] za
© COPYRIGHT 2024
ALL RIGHTS RESERVED
  • home
  • our story
  • our services
  • your resources
  • SA Industry News