Gone are the days of Mad Men, when a Don Draper type would walk into the room, dazzle his clients with witty one-liners and a twinkle in his eye, and all would then celebrate with an afternoon scotch… or ten. In today’s world of marketing, success is measured not by how many secretaries in short shirts you have click-clacking around the office BUT rather through a quantifiable Return on Investment on marketing spend.
What do I mean?
The stakeholders of today want verifiable results of the effectiveness of marketing campaigns. They want cold, hard evidence that campaigns are profitable.
I was recently at a seminar about digital marketing & fundraising for NGOs at which it was posited that in the near future, the term ‘digital marketing’ will no longer exist as ‘marketing’ and ‘digital marketing’ will have become one in the same.
What makes digital marketing so attract is that it is so measureable.
We have the ability to analyse online activity across a variety of digital platforms (i.e. email marketing, social media) using a wealth of online measuring tools. However, in order to know what to measure, businesses need to set in place Key Performance Indicators (in other words objectives i.e. increase brand awareness by 100%).
With the right measurement system (based on the right KPIs as well as budget & resources), businesses can see which online & offline marketing ventures work and which don’t, as well as develop a picture of how consumers interact and engage with their brand. This provides businesses with a benchmark, allowing them to devise more targeted campaigns in the future. It also provides stakeholders with verifiable, comparable metrics… kind of like giving a lollipop to a two year old…it keeps them happy.
So, to summarise, the WHAT of digital measurement is that it provides us with the ability to quantify consumer behaviour online. And the WHY is that it provides proof for everyone involved, of what works and what doesn’t, in achieving those essential KPIs and ROI.
And finally, if Mad Men did do digital, according to BrandDigital, this is what it would look like…