HOW TO TURN MARKETING FROM AN EXPENSE TO AN INVESTMENT
It’s all about attribution, measurement, metrics and data. In the digital marketing era, what matters is learning what works, then applying that knowledge to build your business.
It’s vital to measure audience delivery and engagement. Consider all your touchpoints: websites, social media marketing venues, dynamic content engagement, outbound e-mails, thought leadership and PR.
By clearly identifying which channels are delivering audiences, you can focus on producing the desired business outcomes (leads, sales, customer acquisitions, repeat purchases and referrals). Through smart attribution, you can see how KPIs (key performance indicators) turn into business opportunities.
KPIs can track metrics like cost-per-lead, cost-per-customer acquisition or even help determine the estimated lifetime economic value of a newly acquired customers. Then various marketing channels can be compared – based on these KPI metrics.