My first job in marketing was as an advertising sales rep –even though my business card inaccurately said I was a marketing director. Early on in my career and role, my boss told me a regretful fact about the marketing and advertising industry as it was and still mostly is.
“Everybody knows that only half of their marketing efforts work, they just aren’t sure which half.”
As I continued to work in the field I realized how accurate he was and how wrong he could be. In short, business owners and marketing professionals have no idea just how much data is available to them and their business through the development of web tracking, online advertising, and the blending of online and offline life in recent years.
Before I get misinterpreted, I don’t think marketing is 100% trackable. I believe that marketing at it’s best, impacts people on a deep emotional level. Which doesn’t always result in immediate boosts in sales, instead shows itself in long-term customer loyalty and public sentiment. However, I also believe that this has become an overused defence mechanism for marketers to justify a lack of results. Without being informed on; which metrics were affected by the advertising, and which metrics should have been affected by this form of advertising, you’re in no better position after your campaign than you were before. Which in turn means you won’t be able to make any better decisions tomorrow as you did today.
Since then, I’ve turned to research and testing hundreds of campaigns, and thousands of data points on social media, search engines, website analytics, and consumer interviews to understand how they fit together. I’ve worked with many different industries, from accountants, car dealerships, dentists, business coaches, natural health specialists, all the way to lawyers. In every case, the data paints a picture of what is happening.
With Reid Research and Marketing, we’ll be able to scale out these tests, work with a wide network of live data, and truly understand the vital life signs that make up successful marketing.