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Direct Response Marketing

Editor’s Note: Measuring Success? There’s Not a Second to Lose

1 Sep, 2016 By: Thomas Haire Response


I spent most of the past six hours writing. Not an oddity for someone in my role, but this time I was actually fulfilling my part-time gig that kicks in every fall: writing about college football for a website that covers a major West Coast team.

A big part of that job is writing a wide-ranging preview of the entire Pac-12 season. It can be a daunting task and if you don’t make it fun — adding a few quick turns of phrase and reminding yourself how amusing some of the hate mail you’ll receive will be — all of the research that goes into it could feel like a waste.

Three months from now, I’ll be able to measure how successful I’ve been in separating the best from the worst — but, today, I revel in celebrating the accomplishment of putting those words and thoughts to paper for my many long-time readers to enjoy, agree with, and/or quibble about.

Can you imagine waiting three months to find out how effective all the work you put into your latest campaign turned out? Maybe you could if you were running an old school branding campaign. Or if you’ve been around the offline end of the performance-based marketing world for 15 years or more, you can remember those weeks and months of testing that could keep a single DRTV campaign’s success a question for all involved.

In today’s world, it’s hard to fathom any marketer accepting less than constant rolling updates on the success of this online video buy … or that search optimization campaign … or that Facebook ad … or that TV spot driving to the web or retail. Just look at some of the campaigns we touch on in this month’s issue:

❯ All five of the nominees for DRMA Marketer of the Year — Adore Me, AIG, Las Vegas Convention and Visitors Authority, Nutrisystem, and Vistaprint — are major practitioners of omnichannel, performance-based marketing campaigns using all types of online and offline media. With the winner set to be announced in Las Vegas on Sept. 14, there’s no question that any of these businesses is looking at campaign metrics every second of every day.

❯ NutraClick — marketer of top health and wellness brands like Force Factor and SmartBiotics — raves about bringing the day-to-day work of digital marketing and metrics into its most recent offline campaigns on TV and radio in this month’s cover story.

Consumer packaged goods (CPG) marketers — in the past, only found in brick-and-mortar retail — are turning in droves to e-commerce, subscription boxes, and other facets of modern marketing.

Immediate measurement of agreed-upon key performance indicators (KPIs) is the way of the marketing world. There’s no waiting around for weeks to see if a brand ad moved a point of share against top competitors. Well, there is — but only for the world’s biggest brands and only as a part of a well-rounded, deeply measured performance-based campaign.

Check back with me in early December — I’ll let you know how my Pac-12 picks went. You can let me know how your dozens — even hundreds — of daily campaign efforts went in the meantime.

Thomas Haire, Editor-in-Chief

Twitter: @THRants


About the Author: Thomas Haire

Thomas Haire

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