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Promoting any business through content is a challenging role that is usually left to content marketing managers. Strategically choosing which metrics to monitor will make analysis a much simpler you have the data, though, you still have to determine how to use it. Let’s look at 5 different methods for analyzing your metrics to determine the success of your marketing programs.
Avanade’s Digital Marketing Analytics solutions can put you on the path to true customer intimacy – and help you create engaging experiences that drive improved acquisition, retention and profitability.
You’ll undoubtedly come up with several personalized goals, but there are a few that all companies should include in their strategy—increasing brand awareness, retaining customers and reducing marketing costs are relevant to everyone.
This approach statistically links marketing investments to other drivers of sales and often includes external variables such as seasonality and competitor and promotional activities to uncover both longitudinal effects (changes in individuals and segments over time) and interaction effects (differences among offline, online, and—in the most advanced models—social-media activities).
Under the area of marketing agency management (i.e. working with external marketing agencies and suppliers) are techniques such as agency performance evaluation, scope of work, incentive compensation, RFx’s and storage of agency information in a supplier database.
As noted, the idea is based on lower rungs on the market, making it easy to offer greater content and service with respect to competitors who want to cover all segments, making it impossible to specialisation and intensive in each service.
Kotler’s concept of societal marketing suggested that for the well-being of society, the deficient products should be eliminated from the market, pleasing and salutary products should go through a product modification process to reach the fourth category, by incorporating missing short term benefits into salutary products and long term benefits into pleasing products, and the companies’ ultimate goal should be to develop desirable products.