Shrinking marketing budgets, data-driven CEOs and clients are looking to cut the fat.
They are demanding measurable results. Unless you’re providing analytics and proving your ROI, you are not proving your worth.
Why would a client keep a marketing firm that is unable to prove their worth? Why would a CEO keep a marketer on the team if that marketer doesn’t, daily, prove their worth. Marketers must forget the false notions of the past and move into the future. The future is centered on ROI, measurable results and quantifiable success.
The days of ‘branding’ for the sake of branding are over.
Recently, a major East coast advertising agency called us. You would likely recognize the name of this agency. They’re big. They’ve been around for a long time and are as traditional as it gets.
Again, they’re big.
This agency said their clients are now demanding—not requesting—provable ROI for everything.Three years ago if a client saw their ad on TV, on a billboard, or on the web, they just assumed this agency was successful. Today, however, their clients want to know not did we appear on a billboard, but how many people called us because of that billboard. They don’t get kicks by seeing their display ad online: they want to know how many clicks and calls resulted from that ad.
The days of marketing with impunity and without accountability are over. You must be able to justify every marketing activity with hard data. You must prove your ROI.
Call tracking can help you do this.
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