The One True Marketing Measurement

By Rich Lewis at Burlington Press www.burlingtonpress.com and www.burlingtonpresswebservices.com

Sorry this blog has been on summer vacation for a bit too long. Let’s fire it back up again with a thought about how marketing folks love to measure campaigns. The more we open marketing up to channels like email and social media the more those that sell these things like to give you nifty tools to measure what your customers and prospects are doing. But, no matter how many ways we have to measure things, the only measurement that means anything is the only real measurement that has ever meant something…SALES!

Email marketers love to tout things like email open rates and click through rates to websites. Direct Mail marketers love to show how visits to websites or phone calls increase after a mailing goes out. None of these mean a thing, if they do not turn into sales. They can like you on Facebook, open your emails and letters then click through to your website, but if they don’t buy, you need to look at why. That may be a hard question to answer.

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About marketingfocus

I've been in the print marketing and direct mail business for over 30 years. I guess that means I'm old, but it also means that I bring a certain level of experience and expertise into a business relationship. My company, Burlington Press, specializes in printing and direct mail along a wide range of marketing services including web site design and development, email marketing and video production. For marketing to be effective it needs to be well rounded and use all channels available that make sense.
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