Measure What Matters Most: A Marketer’s Guide – Think with Google

To make sense of today’s complex customer journey, better measurement is critical. In this guide, we’ll look at the four tenets of measurement-focused marketing: choosing the right metrics, focusing on your best customers, valuing the customer’s whole journey to purchase and proving impact. Used collectively, these tenets can improve campaign success.

 

It’s no secret that it takes many marketing touchpoints to connect with a customer, find a quality lead or make a sale. But how do you know the right message to deliver at each point in that journey? How do you ensure that your investments are working and that you’re not wasting money and resources—or worse, alienating your customers?

Better measurement is the answer. It’s the key to understanding and making the most of these interconnected touchpoints, but it’s not always top of mind when building marketing campaigns. Lay your measurement foundation first—before you dive into the creative work—and you can achieve more with marketing.

Source: www.thinkwithgoogle.com

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Serj Preobrazhenski

 

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Review: 12 Amazing Impacts of The Digital Economy

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Anna Abramova

In his innovative slide-based review of The Digital Economy Anniversary Edition, author Dennis McCafferty looks at 12 content areas of the book and reflects on how “CIOs and their tech teams are truly creating a Brave New World.”

Read the full review on Cio Insight.

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Article: Does Anyone Really Use Social for Customer Service?

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by belovaan on deviantART

Many firms began using social media for some form of customer service just as soon as consumers started tweeting and posting complaints about their brands online—and while the decision to respond to those messages may have been a good one, transferring significant customer service functionality to social sites may not be a good idea. Even for the simplest of inquiries, the vast majority of consumers prefer other forms of communication.
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Long, very long deck: Hubspot’s The Evolution of Advertising: How Consumers Won the War for Their Attention

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<p>You’re more likely to survive a plane crash than click a <a class=banner ad. Crazy, right? Consumers have learned to tune out advertising, but believe it or not, there was a time when products weren’t branded, ad agencies didn’t exist, and advertising as a profession was unheard of.

In this epic, must-see presentation, we explore the ENTIRE history and evolution of advertising to unveil how a comprehensive (yet digestible) timeline of advertising milestones led to an epidemic of consumer indifference, as well as what marketers can do about it to reach consumers in the years ahead.

Don’t be discouraged by the 472 slides — 29.39% of those are dedicated to awesome pictures and animations that make this a breeze to get through.

Download a free copy of this presentation + a printable advertising timeline right here: http://hub.am/16F877d

Source: hubspot

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Forrester Says Marketers Are Wasting Resources on Facebook, Twitter

Marketers looking to build stronger connections with consumers typically turn to social media industry leaders Facebook and Twitter for their outreach. But those are the wrong places to be looking, according to a new report by Forrester Research. So few people actually see posts from top brands on…
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Article: Marketers Rank the Technologies Designed to Help Them

Every digital marketer knows there’s a wealth of data out there to make their efforts—potentially—more effective. Likewise, every digital marketer knows there are approximately a million and one tools that promise to take that data and turn it into proven ROI. But what kinds of technology actually help?
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