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| Dec 13, 2004 11:52 pm |
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re: How do you track advertising? |
Jeff Klingberg
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Brian,
Tracking your marketing communications is essential to understanding what messages, promotions, etc. are causing your target audience to act. Also, is it rather simple, but time consuming as well.
Let's start with direct mail. This is really quite the easiest to develop tracking on. Let's say you have 4 different messages going to one community or it is going to 4 seperate communities. You can have a coupon in the mailing piece. That coupon could have a different number or code on it or the each mail piece could be printed on a different color paper. So mhen people bring in the coupon that say is blue, you will know that it came from "X" community or "Y" message/incentive.
The same method can be used for print, TV or radio advertising. For example, if the newspaper is the "Town Squirer" put a coupon in the ad with some code for the "Town Squirer" and for each publication you use have a different code. Or for each message/incentive use a different code for that publication and message. In radio, it is very common to have in the copy, mention that you heard this ad on "KMOX" to get a free newspaper, etc. TV is a little bit more difficult but not much, you can place a code in the add or a secret word and if they say the secret word or code you know they saw the ad.
Email campaigns you can track the same way, but their you can also track much more information such as who open the email, who deleted it, who went to your website, etc. etc. If you also develop an e-newsletter you can find out what articles they read. So that ultimately you can devise a database driven e-newsletter that is personalize to each and every consumer in your target audience.
Additionally, with all of these communication channels you can establish and subdomain as a landing page which will assist you in determining where people came from to get to your site. That brings me to hosting reports such as webtrends. It is essential for you to daily, weekly or monthly generate a report that allows you to find out what search engine, key words, etc. people are using to find your website. Then optimize your website copy and code to maximize visibilty.
In any of these cases there are several things that are a must. First, you must establish goals/objectives that can be measured. Second, you must establish metrics for each of these goals. Third, you must educate your employees to be vigilent in asking for a coupon, code, etc. and keeping track of that. It makes no sense to develop tracking capablities but not have anyone keeping track of this information.
I hope this helps. If you have any questions, contact me privately.
Sincerely,
Jeff Klingberg
President/CEO
Konstanz Kommunikations, Inc. Private Reply to Jeff Klingberg (new win) |
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