Marketing’s Makeover: From Fluff to Facts

Marketing’s Makeover: From Fluff to Facts By Desiree Grace She’s got a bad reputation. Marketing—she’s a party girl. Golf outings, customer appreciation events, expensive meals at trade shows—when the economy gets rough, she’s the first thing to go. But much like the cheerleader with a perfect GPA, there IS more to Marketing than meets the eye. Done right, it’s not just entertainment and good times. Effective marketing involves discipline and hard work that is measurable. Let’s discuss Marketing Key Performance Indicators (KPIs). These are metrics that demonstrate results and return on investment. There is some rigor underneath all that fluff and fast talk. To understand the impact of your work, you must assess the outcomes of your strategy and optimize your programs and campaigns accordingly. This can include channel-specific marketing activities if you’re a manufacturer selling through distribution. Some good basics you can and should measure include the following: 1. ...