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Maximize Marketing Dollars with Tracking

Posted by: Today's Tip Contributor on September 15, 2010

More than ever, marketers are expected to deliver targeted campaigns with measurable results that refine messaging to specific audiences. As more money is being spent on Internet, mobile, and e-mail advertising, it is more important than ever to track effectively—especially since some digital media are still struggling with quantifying their ROI. How, for example, can you measure social media’s impact on your sales?

The following are tips that will help you maximize your marketing dollars and measure the effectiveness of your campaign through tracking:

1. Use different media to integrate your tracking mechanisms. Integrate your media campaigns by combining the ability of new media to connect consumers anywhere at any time with the reliable timing and presence of traditional ads. In other words, use digital to drive print ads, and vice versa. For example, mail a postcard containing a unique keyword redeemable to online retail sites or offer an online printable coupon redeemable at stores.

2. Motivate consumers to share their data with you. A July 2010 New York Times article indicated that today’s consumers expect to be rewarded for divulging personal data—a perfect complement to couponing, since consumers can receive offers in exchange for divulging personal information via a registration process. The benefit is twofold: you strengthen the loyalty of your consumers while also gleaning important knowledge about who they are and what drives response. Generally, the stronger the offer, the better the response will be.

3. Keep it simple. The best tracking technologies are of no use if consumers don’t redeem the offer. With simple messaging, make it easy for consumers to understand how, where, and when to redeem their coupon.

4. Put the collected data to good use. Don’t stop at finding out whether a campaign was successful or not. Segment your data according to who redeemed what offer when. The knowledge gained about consumer lifestyles, preferences, spatial patterns, and demographics can be applied to future campaign strategies.

Deanna Willsey
Director of corporate communications
Largo, Fla.

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