Our proposition line is Creative Thinking. Real Results and the real results side of our offer relates to our obsession with achieving the highest levels of marketing effectiveness results for our clients. But the question is how do we achieve the optimal effectiveness consistently for our clients? To answer that question, we asked our team to share their thoughts on marketing effectiveness and here are some off their tips and advice for making your marketing more effective.
Marketing effectiveness is the measure of how well a company’s marketing efforts are performing in terms of generating revenue and achieving business goals. In today’s highly competitive business environment, it’s more important than ever for companies to make the most of their marketing efforts.
Understand your audience: Sounds simple enough, but before you can effectively market to your external target audiences, or internal audiences (for example Bunch) you need to know who they are and what they want. Conduct market research to gain a deep understanding of your target audience’s demographics, behaviours, and pain points. This will help you create targeted and effective marketing campaigns that will engage and resonate with your audience.
Set clear and measurable goals: To measure the effectiveness of your marketing efforts, you need to set marketing goals that are specific, time-bound, and quantifiable objectives that help your organisation track and evaluate the success of their marketing efforts. The measures that we would recommend are specific to our client’s businesses, but some examples of measurable marketing goals include:
- Increase website traffic by X% over the next 6 months.
- Increase online ticket sales conversions from website visitors by 354% which is what we achieved for Alnwick Castle.
- Generate X number of leads per month.
- Create over £3 million value of free credible PR coverage for example Kim Kardashian’s Quick Trim launch.
- Increase brand awareness by 200% and win a global branding award to help build equity.
- Increase email open and click-through conversion rates 44% over the next 3 months, e.g., The West Yorkshire Travel PlanNetwork.
- Increase customer retention by Y% over the next year.
- Increase sales by X% through targeted advertising over the next quarter.
- Increase the number of followers on a company’s social media accounts by Y% over the next 6 months.
- Increase the market share by 1000% over the next quarter for example McCulloch
- Increase the amount of events attendance by Y% over the next year.
It’s important to understand however that not all measurable marketing goals need to be about increasing sales or revenue, some of them can also focus on increasing brand awareness, customer engagement, and customer loyalty.
Use a data-driven approach: To make informed decisions about your marketing efforts, you need to have access to high quality and detailed data. You can do this using analytics tools (as we have done with Flymo) to track the performance of your marketing campaigns and use the insights you gain to optimize your strategy. There are many marketing analytics tools available, each with its own set of features and capabilities. Some of the best marketing analytics tools include:
- Google Analytics: This is one of the most widely used web analytics tools available. It allows you to track website traffic, user behaviour, and conversion rates. It also offers a range of advanced features such as funnel analysis, audience segmentation, and remarketing.
- Adobe Analytics: Formerly known as Omniture, this is a web analytics tool that provides detailed visitor insights, conversion tracking and allows for advanced segmentation.
- Mixpanel: This tool is designed for mobile and web analytics, and offers features such as real-time user tracking, funnels and retention analysis, and the ability to A/B test in-app messaging and push notifications.
- Heap: Heap offers automatic event tracking, with no need to set up specific events. It also allows for user-centric data, and cross-device tracking.
- Piwik: This open-source web analytics platform allows you to track website traffic, user behaviour, and conversion rates. It also offers a range of features such as real-time analytics, heatmaps, and user-centric data.
- Amplitude: Amplitude is a user behaviour analytics tool that allows you to track user actions and behaviours across your website and mobile apps. It offers features such as funnels, user segmentation, and retention analysis.
- Hotjar: Hotjar is a user behaviour analytics tool that provides heatmaps, session recordings, and conversion funnels. It’s useful for understanding how users interact with your website, and how to improve it.
Test and iterate: Just like Robert the Bruce the key to effective marketing is testing and iteration, as they say… try, try, and try again. Most importantly try different strategies and tactics and measure the results. Use the insights you gain to adjust and improve your marketing efforts over time.
Be flexible: Today’s business environment is constantly changing, and so should your marketing strategy. Be open to new ideas and be ready to adapt to new trends and technologies. Some examples of such technologies include:
- Artificial Intelligence (AI) and Machine Learning (ML) – These technologies are being used to personalise and automate marketing campaigns, analyse customer data, and improve customer targeting.
- Chatbots – Whilst sometimes annoying, these are AI-powered programs that can simulate human conversation to assist customers and provide information.
- Influencer Marketing – This is a form of marketing in which brands partner with social media influencers to promote their products or services.
- Virtual and Augmented Reality – These technologies are being used to create immersive brand experiences and product demonstrations.
- Automated Marketing Platforms – These platforms use AI and machine learning to automate and optimize marketing tasks such as email campaigns, social media posts, and ad targeting.
- Voice Search Optimization – With the increasing use of voice assistants, businesses are optimizing their website and content for voice search to appear in voice search results.
- Interactive Content – Interactive content such as quizzes, polls, and surveys can help businesses to engage with their audience and gather valuable insights.
In conclusion by understanding your audience, setting clear goals, using a data-driven approach, testing and iterating, and being flexible, you can improve your marketing effectiveness and drive better business results. If you would like our team to offer a free review of your marketing effectiveness, please get in touch.