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| | The Marketing, Channels/Partnership & Sales Execs Network is not currently active and cannot accept new posts | | re: I disagree and here is why ... re: re: How do you track advertising? | Views: 894 | | Dec 13, 2004 3:50 pm | | re: I disagree and here is why ... re: re: How do you track advertising? | # | 
Jim Masen | | Craig and Gerrard:
Yes, I think we have all heard the Marketing mantra about which half.
However, I do believe you can rule out one source if it doesn't product the benefits required. You need the information to support that decision. Your information can come from a sophisticated CRM platform that integrates all your information flow or many other techniques as some have suggested here. To a greater extent, the bricks and mortar or offline retailer are adopting the online world techniques- especially in the back office activities and to a larger extend in their promotion and marketing activities.
To Craig's point, most businesses with tight budgets are looking for a specific yield or productivity for the advertising dollar. They seek tangible connections between the efforts they put into promotion and advertising and their net yield on sales.
Jim Masen
> Craig Elias wrote:
> Gerrard;
>
>I am no marketing expert. Selling expert yes, marketing I just have a healthy opinion that I share.
>
>Everyone who has done a marketing degree/course or done an MBA (Executive, Part-time, or Full-time) knows the saying I know I am wasting 1/2 my advertising budget but I don't know which 1/2.
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>What you say may work for large corporations who have a large budget and lots of marketing people but for the rest of the world measuring the success of marketing initiative is crucial to finding effective marketing methods that deliver bottom line results to a business.
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>The challenge to an offline or bricks-and-mortar company is that this can be a much more difficult compared to the tools and methods available to those with online or Internet businesses.
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>You can do some simple things like putting a toll free number on advertising and giving a different extension for each program. You see this in print, on TV and on Radio.
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>Perhaps a marketing expert among us can shed some light on actual examples of what they have done.
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>Anyone up for the challenge?
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>Regards,
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>Craig
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>> Gerard Barry wrote:
>> Brian,
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>>Simple answer....you don't. Advertising is a part of the overall Marketing mix. If you have a coherent Brand Strategy, all parts will uniformly and coherently push the same messages to the same target audience. To single out one source is erroneous. Private Reply to Jim Masen | | |
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