Posted on Nov 8th 2017
Every business strives to organize an effective marketing campaign that will help with the influx of consumers. Today’s advertising market is highly saturated with solutions that are limited to the internet and the online world. These have the disadvantage of being volatile because once people look away from their screens, it's gone.
This gives brands an upper hand when they use a direct marketing strategy which creates a realistic connection with potential consumers. These brands will spend a considerable amount of money but what comes next? The answer isn’t to cross your fingers each time you invest in a marketing strategy. Surely, you’ll want to know if the investment was worth it in the first place.
Learning about the usefulness of your direct marketing campaign is essential for developing better strategies in the future. This is done by recording or ‘tracking’ the results of direct marketing efforts. This is a highly important step that provides valuable information to a brand since they find out how much revenue and business the campaign brought in.
Tracking results can help a brand know what aspects of a campaign have the potential to increase revenue. This is done through surveying and asking clients how they heard about your brand. These facts prove to be highly advantageous since businesses can save more money by disposing of previously unprofitable strategies.
Using tracking systems that apply the use of URLs and QR codes is proved to be an effective method of tracking the number of responses to a direct marketing campaign. However, it is critical that businesses always track their direct marketing campaigns and refrain from observing any common trends. This is due to the difference in resources and investment that each business possesses.
Tracking has the benefit of letting businesses know what features of a campaign had led to its success so they can apply them again through means of ‘testing.' Testing is a way to keep doing what works for you by enhancing and improving it: just because it worked once doesn’t mean it’ll work each time. Businesses often complain about how direct marketing is expensive, but it doesn’t have to be. Implementing changes into a campaign is what testing is all about, and it allows brands to predict an estimate of the return on investment.
Testing also helps a brand save money and resources by avoiding ineffective strategies in the future and helps avoid unnecessary risks and pitfalls. So, testing uses real responses to help you know what consumers want and how you can use creative ways to get on that boat. This is because the public’s opinion is an invaluable resource that can be used to your advantage.
There are no traditions when it comes to branding. Surely your product can be the same as it was a decade ago but it shouldn’t apply to your direct marketing campaign. By combining tracking and testing, you get an opportunity to revise the features of a campaign, so it bears better results.