Why measurment matters in marketing

Published June 25, 2014 at 6:31 am

Even if a great deal of effort is executed in a direct marketing campaign, without a way to measure and quantify the results, it will be hard to determine the return on investment. There has been a lot of buzz about content marketing, but when it comes to the effectiveness of these efforts, the results are unclear.

In fact, recent research by content marketing firm Contently revealed that many marketers feel unsure about the impact of their efforts. The company recently surveyed 300 B2B and B2C marketers and discovered that 90 percent did not feel confident that their measurement techniques were effective, according to Adweek.

Additionally, the results showed that brand awareness was the goal of 73 percent of the marketers surveyed, and 50 percent wanted a way determine how much attention their customers were actually paying to their content.

For marketers, building brand awareness is an important goal. With any marketing effort, it is crucial to be able to determine its effectiveness to see what’s working and what needs to be altered or improved. Measurement allows marketers to see where these critical changes must be made.

According to Forbes, the Content Marketing Institute reported that 90 percent of B2C brands and 93 percent of B2B brands use content marketing to increase the awareness of their brand among consumers. However, it was found that 52 percent B2B content marketers did not believe their efforts were effective.

There are different measurement tools available for different channels. As marketing efforts continue to be distributed across various channels, brands should strive to provide quality content on the channels that their customers are most likely to pay attention to.