February 12, 2010

Marketing | Metrics and Minutiae

Pre-Sets and Programming

In my former life, I programmed radio stations for a living. I loved my time in radio but one of my biggest grievances remains today: measurement.

Will this work?

I Want It Now!


• To measure ratings in radio, a tiny percentage of the population is asked their opinion to speak on behalf of the masses.

• The newspaper industry claims each paper (!) is read by several people.

Television polls the same people and calls it consensus.

Direct Mail response rates higher than 3% point to a resounding success.

• External advertising industries claim the billboard will be seen but you must remember the three second rule.

Yet companies remain sceptical that an online strategy can help them.

It's important to note that if you own a business and you are unsure the best solution for you - be careful of those who will drown you in metrics and doublespeak. That is especially important when delving in to the online world.

I am not bias toward particular media though I do lean to some more than others because of effectiveness. This won't be another article about relationships and two-way conversations. It must be based on strategy, not theory. All media has its place and I have clients who use them all. This is more about paying attention to what is important to you and your business. It's about managing your expectations.

You can’t ask everyone and there is no such thing as the perfect shot. Every industry has its metrics yet often business owners when introduced to digital solutions want documented results at the beginning.

It is valid to want to know the expected results of marketing dollars (after having a great offering and a well focused plan and message) but running a business like an ad campaign is dangerous sport.

Living By Numbers

I’m not anti-research or anti-metrics but if you want a guaranteed solution chiseled in granite every time you may be waiting a while. I don’t condone running your business with wild abandon but balance is good. Numbers can be a deterrent. Numbers can intoxicate you. Numbers can be deceiving.

In Other News...

The Vancouver Olympics start today. Years of planning, training and hoping culminate in a two week event that costs billions and is seen by billions. And the biggest story right now is whether the weather will cooperate.

Something no amount of planning could have affected. Go Canada!

Do you ever leap before you look?

@knealemann
strategy. marketing. social media.

photo credit: i.ehow

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