Analyse this
In the past, marketing was often a very wooly experience – you sent out a million flyers and hoped 0.05% recipients responded. The web changed the ‘finger-in-the-air’ approach and marketing finally became transparent. Most of you will be aware of google analytics – the free tool that lets you monitor your visitors, what they look at – even where they’re from or how they found you.
Now, with social media playing a major part in the marketing mix, there are a few useful measurement tools to add to your toolkit.
Firstly – if you’re a tweeter – there’s Twitter Counter – statistics of user numbers, tweets and retweets, not only that but with the pro account you can track phrases and general sentiments. If your future lies in 140 characters then this could be useful.
Then there’s the big ‘FB’, Facebook. They’ve recently added a lot more to their ‘Page Insights‘ tool. This is the doorway to ‘likes’, page interactions even gender and age breakdown of your typical user. As Facebook starts to take business more seriously we can see this tool becoming even more in-depth.
Finally, a tool that has been around for a while but isn’t always fully utilised is e-shot measuring. If you send out eshots, consider using some of the online apps such as campaign monitor or mailchimp. These applications will show you some great insights into what your recipients like or dislike, how many opens, click-throughs or forwards you’ve generated.
And this is just a start, as the web and social media grows and budgets shrink it’s going to become imperative you know how effective your marketing is.
