In this world of all things digital if you can’t measure it you probably shouldn’t do it. In the marketing world of yesteryear TV, Radio, billboard advertisers sold ads on hunches, beliefs and maybe correlation at best.
We believe 1,000 people drive by here every day.
According to our survey (based on a small sample of the population) this show has 5 million viewers.
According to a national survey (based on a small sample of the population) our station has 20,000 listeners on Thursday afternoons.
Does that sound like real measurement? No!
Traditional media continues to panic because they can’t really tell you how many people will actually see/hear/read your message.
Don’t waste your time with these outlets unless they can give you a clear measurement of the value.
Digital advertising provides you with a much better way to track your ROI. You can see how many people saw your ads and who took action and converted.
If you are going to use traditional channels then make sure you invest in an analytics platform like Google Analytics or Adobe Analytics. Both platforms continue to improve their offline tracking abilities. The beauty of it is you can then view your on and off-line efforts all in one place. Then slice and dice the data to see how your marketing efforts are working.