There’s an alarming trend among marketing folks, especially those focused on e-marketing. Their perspective is if marketing can’t be measured, then it’s not viable. This is incorrect; some marketing results simply cannot be tracked.
Consider print marketing. You can’t count the number of impressions, clicks, or conversions. You have no way of knowing how many eyeballs saw an ad, how many positive, subconscious imprints were made, or the degree to which a brand was reinforced with each view.
The reality is, every time someone sees your ad in print, the status of your brand is elevated in their mind and your organization is held in higher esteem. This makes prospects more likely to click and to buy when they see you online. And this increases the likelihood they’ll answer your salesperson’s call and ultimately buy your products or services when they have a need.
Without the support of print media advertising, the salesperson’s job becomes more difficult and their sales will be lower. Just because it’s hard to measure the effectiveness of certain marketing, doesn’t mean it should be skipped. Doing so puts an organization’s future at risk.
Peter Lyle DeHaan, PhD, is publisher, editor, author, and blogger with 30 years of writing and publishing experience. Check out his book The Successful Author for tips and insights.