Even if we do not understand everything a ‘marketing guru’ says or promotes all business people know they need to invest some money into marketing their products, services, com-may etc.
This marketing spend should lead to more sales but in a digital age should I stop the traditional marketing and invest all my money into digital or online marketing. Should I spend everything on pay per clicks campaigns and email campaigns or should I only use tele sales people combined with magazine and radio ads?
Regardless of which channel (digital or non-digital) the sales funnel that the marketing and sales people work together on is key. Marketers must design campaigns that attract strangers to the company’s properties (website, shops, offices, social media pages, etc.) so they can and start to see what the company must offer. Within these properties there should be sufficient information and content that a visitor will decide to consider buying or make a purchase (education & conversion). Then the company must deliver and service that purchase and make a first time buyer into a repeat customer and an advocate of what the company offers.
At every stage of this customer journey it may be applicable to use tradition marketing or digital marketing approaches. The best way for an owner or manager to calculate what is working and continue to invest is by the analysis of the return on investment. If an expensive pay to click campaign is not brining the right type of customer to the website, work out why and correct it or stop doing it until you know.
This Return on Investment (ROI) is the metric by which success of a marketing campaign, online, offline or both is measured. Without constantly monitoring, a business cannot improve its marketing campaign to reach its target audience.
So the message is simple, using an educated combination of digital and non-digital marketing can definitely improve your bottom line. By analysing how the spend is delivering and meeting the marketing campaign objectives it is possible by calculating the ROI where to invest your hard earned cash.
To learn how different online and offline marketing channel can work together, check out the infographic below from Colour Graphics. – You may learn where companies tend to spend their online and offline marketing budgets, and get real results.
Unsure where you should spend your marketing budget for the best result? If you want some pointers and advice on practical steps to take – call Phil on 07720 397040, fill in the form below or email him for a free risk free meeting.