In Marketing, Measurement Matters

Published May 29, 2014 at 7:21 am

Measurement is an important part of marketing. It allows marketers to see where their efforts are succeeding, and where they can stand to be improved. There are many tools available, but the real value lies in the ability to take action based upon these results.

This idea becomes even more important when developing online marketing content. With so many channels available to distribute content, the ones most effective for the purposes of a specific campaign must be determined.

The Internet has made it easier than ever for marketers to measure various aspects of their campaigns. But how can marketers determine which measurement method is best?

According to a survey by Contently as noted by Adweek, “only nine percent of brand publishers are confident that the metrics they’re using are effective in measuring business results.”

As the article points out, it is possible to be misled. An example is given of how the page view has long been a metric that brands have relied on. However, the issue is that this metric does not produce information about what happens after the visitor has reached the page. This information is valuable, as it gives insight into what action a user is taking on a page instead of just indicating that they visited it.

To get the best ROI out of measurement efforts, marketers should consider which metrics are the most relevant to a campaign. By using metrics in a more effective way, marketers can produce content that more accurately meets the campaign’s objectives.

Whether using digital or traditional methods, measurement matters. Considering the most effective ways to measure content can help marketers take a step in the direction of a better ROI.