How to improve online conversions with offline marketing campaigns

The digital age tempts marketers to focus all their time and money online. While it’s important to reach people on the internet, it’s crucial that you don’t forget the value of tried and tested offline marketing efforts.

Channels such as direct mail marketing have been popular for decades. Although discussions of online marketing now dominate the popular imagination, the benefits of offline channels have never gone away. A channel like direct mail marketing allows you to know exactly who will see your marketing materials and to target highly specific audiences through a carefully crafted mailing list.

With advantages to both offline and online marketing channels, the biggest gains can be made from using the two together. Valuing one does not have to mean ignoring the other. In this article, we’ll look at some of the ways that offline marketing efforts can support and improve your online campaigns.

RUN A CAMPAIGN THAT MAKES SENSE

The first step in creating an offline campaign that will make a positive impact on your online efforts is to run a campaign that actually makes sense. A business won’t gain customers by sending them irrelevant marketing materials out of the blue.

At the most basic level, it is important to run offline campaigns in areas where they will reach your target audience. This is easier if you have a physical business location in that area, but can also work if you target areas based on other factors, like age or income demographics.

The targeting for your offline campaigns should be consistent with the targeting for your online campaigns. If your goal is to reach 40-60 year olds in the South East, that aim should be reflected in both the offline marketing materials that you send out and any localised online efforts.

Consistency between your offline and online campaigns makes it much more likely that a member of your target audience will be exposed to your messages more than once and allows your business to be much more consistent in the messages you send out. If someone who receives a mail shot from you decides to explore your social media feeds or website, they will be much more likely to convert if they see more of the same messaging that encouraged them to find out more in the first place.

The bottom line is that it pays to choose your target audience carefully. Consistency across all channels will make all your marketing campaigns stronger and allow you to focus on the same messaging (including making use of the same visual assets) throughout, which makes running the campaigns more efficient.

MAKE YOUR BRAND AS MEMORABLE AS POSSIBLE

Following on from the previous points regarding consistency, the best offline marketing materials are memorable. If you can get your brand into someone’s head from the first time they see your print materials, they will then be more likely to remember your brand in the future.

The more a potential customer sees your brand, the more likely they are to convert. This is why you need to make sure that, when someone sees your online and offline marketing materials, they associate the two with the same company and the same brand identity. This can be easily achieved with consistency in the branding and design of the ads, but is also easy to miss if different people are responsible for each campaign.

It also helps to be as clear as possible about what your business does. Then, if your name appears in relevant search results or in an online ad, potential customers will make the connection immediately and know that you’re a familiar name in that area. Much of this will be subconscious, but it’s the real value of getting your brand name out there and known, which is where offline marketing excels.

VISUALLY COMPELLING TO CREATE THE BEST SENSE OF BRAND/PRODUCTS

Of course, if you don’t make a good impression with your products or services there’s no chance that your brand will be remembered favourably when it crops up online in the future.

Offline marketing materials should show off the best qualities of your products and services. It should be clear how they meet the needs of your target audience. Our blog post on demographics and psychographics goes into more detail on how to nail down what your audience wants, but it’s sufficient to say in this post that you need to demonstrate the value that your business can add to a potential customers life.

If the first marketing materials they see fail to meet that objective, it’s unlikely they’ll find their way back to you in the future. On the other hand, successful marketing of your products and services can leave your audience hungry to find out more, which is likely to bring them into contact with your online presence.

USE CUSTOM LANDING PAGES TO CONVERT AND TRACK VISITORS

In order for your offline marketing efforts to truly support online channels, there needs to be a tangible connection between the two. The easiest way to make that connection is to use offline materials direct potential customers to a custom landing page with a unique URL for the campaign.

There are two distinct advantages to using this strategy:

  1. Using a specific landing page allows you to control the experience a potential customer has when they visit your site after seeing offline marketing materials.
  2. You can track visits to that landing page on your analytics software in order to measure the success of the campaign.

Direct mail marketing materials are easy to link to your online channels in this way, as are print ads in magazines and newspapers. There is no other way to connect your offline and online presence in such a direct, measurable manner.

The requirements of a campaign-specific landing page are simple: a short URL, consistency with the offline marketing materials and a frictionless transition to conversion.
The first two requirements are fairly self-explanatory. A short URL is essential for memory and we’ve already discussed consistency across offline and online materials. However, the third requirement is worth dwelling on a little longer.

It is a well-known fact that making your customers’ lives as easy (i.e. frictionless – free from obstacles) as possible is essential for a high conversion rate online. This means that there should be as little as possible in between a customer landing on the site and making a purchase or enquiry.

In the context of an offline campaign’s landing page, this means that everything a customer needs to act on the information they already have should be right there. If you’re promoting a discount code, display it and make it easy to copy, with some popular products shown underneath to make it easy to see what to buy. If you want people to get in touch, give them a contact form right there on the landing page. Do everything you can to minimise the clicks a visitor has to do before they’ve accomplished what they came to your site for.

Use your offline marketing materials to set the expectations for the experience that potential customers will have when they visit your site. Remember, if you want offline and online channels to support each other effectively, focus on making all of your marketing materials memorable, consistent and clear.

For help or advice running direct mail marketing campaigns that work, get in touch with Metric Centrals experienced account managers today.


Using demographic and psychographic insights to fuel your marketing strategy

It’s easy to think that marketing is all about numbers. When return on investment and increased growth are in the back of your mind at all times it’s only natural.

But marketing also has to be about people if you ever want the numbers to add up. It is human beings that will engage with your website, pick up your flyer and give you their money. The only way to create a marketing strategy that works for your target audience is to first understand the people that make up that audience.

Demographics and psychographics are two highly effective tools that can help you think about these people more tangibly. They allow you to sort your audience into different groups in in order to work out how to create a marketing message that will speak to them.

In this article, we’ll look at both terms more closely and examine how grasping them can make a real difference to a business’s marketing efforts.

WHAT ARE DEMOGRAPHICS

If you’ve only heard of one of these two terms, it’s likely to be demographics. ‘Demographics’ comes from ancient Greek words meaning ‘people’ and ‘picture.’ That’s the core of it: demographics are snapshots of people groups, allowing you to classify people by various metrics like age, geographic area, income bracket and more.

Many marketing campaigns will naturally involve some level of demographic targeting. For example, direct mail marketing campaigns like those that Metric Central runs require companies to have an idea of the geographic demographics that their audience falls into. Online social media campaigns and search advertising often allow you to choose specific genders or age demographics to market to.

In fact, it’s practically impossible to do any sort of targeted marketing campaign without some idea of the demographic groups that your audience falls into.

WHAT ARE PSYCHOGRAPHICS

Psychographics look deeper than demographics. Rather than categorising people by surface level similarities like age and income, psychographics group people by attitudes and desires. Demographics show who spends money on your business; psychographics show why.

Let’s use the example of high end laptops to illustrate possible psychographic differences. A company selling these products might identify the following psychographics to classify their customers:

  • Group A is made up of technophiles. They buy high end laptops because they like to own the highest spec tech products. They would rather spend more money for high quality than look for cheaper options.
  • Group B buys the latest high end laptops as a status symbol. They want to be seen to own the latest, best tech.
  • Group C requires high end laptops for the practical benefits of their superior performance, using them in their work or for activities like gaming and VR.
    Each of these basic psychographic groups contains people who have very different reasons for buying the same products. Consequently, the marketing messages that you would use to attract each group will vary significantly. Group B will be motivated by the branding and newness of the laptops. Groups A and C are similar, but A will care more about the latest tech that the laptops incorporate, whereas C will want to hear more about what the tech allows the laptops to do.

Marketing messages targeted to distinct psychographics will be much more effective than generic catch-all messages. However, it is harder to ensure that these messages are seen by the right people than it is to reach specific demographics, which are naturally suited to audience targeting. We’ll look further at how to use psychographic information effectively shortly.

HOW TO GATHER THIS INFORMATION

Gathering demographic information about your existing audience is easier with the advent of online tools. If your business has a website with tracking software like Google Analytics set up, you’ll be able to see the demographics of people visiting your site. You can then analyse how different demographics are engaging with your site, looking at which groups are more likely to spend time and money there.

If you don’t have a presence online you may still have a good grasp of the demographics your business works with through interactions you and other employees have had with customers. In addition, some businesses will naturally be focused on a particular demographic from the get go, such as independent shops serving a small area or an online store selling clothing to men under 40.

Psychographic information is harder to obtain. To an extent, it’s possible to intuit the psychographics that apply to many of your customers, but intuition can only get you so far. Use customer surveys or old-fashioned conversations to ask questions of your customers and find out what motivates them to spend money on your business’s products or services.

Customer surveys are also a way to get further demographic insight, as you can ask for a few basic details before diving into psychographic questions. However, if you want a good response to a survey you need to have an engaged audience. You should also be aware that the people who are most likely to respond are those who are already invested in your brand – you’re unlikely to get a good snapshot of one-time customers who may choose to buy from another company in the future.

The more information you can gather in any format, the better informed you’ll be about both the demographics and the psychographics that your customers fall into.

USING BOTH TOGETHER IN MARKETING

Armed with demographic and psychographic insight, you can tailor your marketing strategy to have the biggest impact.

If, for example, you know that a large section of your audience falls into a particular geographic demographic, you could run a direct mail marketing campaign for that area or target them with location specific online ads. On top of that information, your psychographic insights may have made you aware that convenience is a motivating factor for customers in a particular area, so that’s a quality you could emphasise in the direct mail materials that you send out.

Because targeting a specific psychographic is much harder than targeting a demographic, look for the areas that two groups overlap. If people in a certain age or location demographic tend to fall into one particular psychographic, then target that demographic with a message tailored to your psychographic insights.

Customers respond well to specific messages that speak to their actual needs and motivations. Gathering and using data of the kind we’ve discussed in this article will help you to reach the right people with the right message.

APPLICATIONS IN OFFLINE MARKETING

Pepper’s area of specialisation is direct mail marketing. We help businesses to run print marketing campaigns where they send materials out by post to their target audience. Our experience in this area highlights the practical benefits of applying demographic and psychographic information to a specific marketing channel.

When it comes to direct mail marketing, location demographics are very important. You need to know where your audience is located if you want to get a good return on your investment. A knowledge of age or income brackets and how these intersect with geographic areas can also be very helpful for reaching people who would be likely to buy your products or services.

The nature of direct mail campaigns means that you can’t vary the message you communicate on your printed materials in a single campaign. However, psychographic insights are still valuable. Knowing two or three of your largest customer psychographics means you can include elements that will appeal to all of them. Another option is to choose a specific psychographic to focus on in a single campaign in the knowledge that higher engagement from those people is likely to outweigh the lack of engagement from people outside that psychographic.

Finding the right message for your marketing campaigns can be difficult, especially if you’re thinking about marketing across different channels. Metric Central’s marketing consultancy team can help you to shape your campaigns to fit your audience well, with a whole suite of direct mail marketing services that can help you to reach them. Get in touch with us to start speaking to one of our expert account managers.


What makes a successful direct mail campaign

A successful direct mail campaign involves more than sending flyers out and hoping for the best. It takes careful planning, creative skills and good data to reach the right people and make your message stick. When it’s run well, a direct mail campaign can offer an excellent return on investment and win you loyal customers.

We have years of experience in facilitating successful campaigns. In that time, we’ve repeatedly seen that a good direct mail campaign is the sum of many well-executed parts. Running one successfully takes a clear vision, a broad skillset and the means to produce high quality printed materials.

We’ve picked out some key lessons from our years in the industry to help keep you on the right track.

 

TIP 1: MAKE SURE THERE’S A REASON FOR THE CAMPAIGN

Before you start doing anything, ask why you want to run a direct mail marketing campaign at this point in time. If you can’t come up with a good reason coupled with sound business objectives, you should stop.

Direct mail marketing can be a powerful tool for driving revenue but only if a campaign is crafted with a purpose. There are many reasons to run a campaign, including:

  • You’re a new business (or new to an area) and want to gain customers.
  • You have an offer on that you want to draw attention to.
  • You want to draw attention to a new product or service.

All of those reasons can be accompanied by metrics that will measure your success, such as how many people use a certain voucher code, how many visitors come to your new location in the first week, or how many enquiries you get through a special web page.

It’s a good idea to tie a direct mail campaign in with a promotion. This will help your audience to feel like they’re getting real value from your printed materials and will often make it easy to track the success of the campaign. If you don’t have the capacity to offer a promotion a campaign could still work, but you’ll need to provide a different, equally compelling reason for people to interact with your business.

 

TIP 2: DESIGN ATTENTION GRABBING MARKETING MATERIALS

You can get every other aspect of a direct mail campaign right but if your printed materials don’t grab and hold attention it will fail. That’s why the design and creative aspect of a campaign should come right at the start. It’s an integral part of the planning process.

Your materials should reflect your brand and values, appeal to the tastes of your target audience and clearly communicate the message that you’re trying to get across. Your imagery, colours and text should all work together to achieve the desired outcome.

It’s essential that you bear in mind the practical requirements of a print campaign. Imagery will need to be designed to fit on flyers of a certain size and will have to be a high resolution to make sure it looks good.

Metric Central’’s design and creative team is highly talented and experienced in this area. Speak to us if you want some guidance in designing a successful campaign.


TIP 3: SEND YOUR MATERIALS TO THE RIGHT PEOPLE

In this respect, direct mail marketing is the same as any other marketing channel. If you want it to be effective, it has to be seen by the right people.

You can be remarkably specific in a direct mail marketing campaign – even more specific than you can be through many online channels. If you have a list of addresses for a certain area, you’ll know exactly who your materials will be delivered to. By trimming your mailing list down to specific areas you can be very granular with your audience targeting.

In order to ensure that your return on investment is as high as possible it’s important to make sure that your lists are up to date with accurate information. This can be tricky to do without the right resources, but Pepper can help. Our data bureau is able to check your records and cleanse those that are no longer accurate. This will stop you wasting money on people that will never see the materials.

 

TIP 4: TAILOR YOUR MESSAGE TO YOUR AUDIENCE

What do you want your printed materials to communicate? The message is not just the basics of whatever offer or service you’re promoting. It includes the perception of your business that people get as well.

You could promote a fantastic offer but gain nothing because your recipients have been put off by a flyer that fails to inspire trust in your company. The challenge of direct mail marketing is how to win new customers with a relatively small amount of material.

Given the limitations, tailoring your message to your target audience is essential if you want to win customers. You need to convince them that you can meet their needs. That might involve:

  • Making it clear that you have a convenient location nearby.
  • Showing that you’re cheaper than other competitors.
  • Demonstrating a higher quality of products or service.
  • Offering products or services specific to that audience’s needs, e.g. a lawn care service for an area with a high percentage of large properties and gardens.

If you fit the message to your target audience you should see a much better response rate and larger return on your investment.

 

TIP 5: GIVE YOUR AUDIENCE A WAY TO FIND OUT MORE

It’s unlikely that your marketing materials will contain everything your audience needs to become a customer or client. They should always include a call to action (CTA) that makes it clear what the recipient should do next. CTAs can fulfil a number of different purposes:

  • Tell customers to use a voucher in an online or in-person purchase.
  • Tell customers to get in touch with a phone call or email.
  • Tell customers to visit a physical location.
  • Tell customers to visit a certain web page.

Those goals should be communicated in clear, succinct language:

“Visit example.com/offer today for 50% off!”

They should be displayed prominently on your printed materials. If a recipient can’t find it easily, they’re likely to give up on your business there and then.

If you want to track the impact of your direct mail marketing campaign on your online performance through a tool like Google Analytics, setting up a unique campaign landing page for customers to visit is a good tactic. This will allow you to see visits to your site through that page alone, thereby allowing you to compare the direct mail campaign’s results to your online marketing channels.

Your CTA should encourage customers to complete whatever action is going to lead to the business achieving the goals you decided on before running the campaign. Keep your materials focused and clear to make sure that you see the best possible results.

 

If you need help at any stage of the campaign process, get in touch with Metric Central. Our account managers will be happy to speak to you to discuss your requirements.


How Amazon is disrupting a £34bn database market

When Amazon launched Aurora in 2014, it was presented as a clear challenge to giants in the £34 billion database market. Today it is Amazon’s fastest-growing product and has already surpassed the growth of Amazon Redshift, which is saying something. Customers of the service are among Amazon’s largest and loudest advocates. Since the start of 2016, roughly 7,000 databases have been migrated to AWS Aurora — and the rate of adoption has tripled since March 2016.

 

Why is Aurora gaining popularity? As we have come to expect from Amazon, Aurora provides enterprises with the performance and reliability of a commercial product at a fraction of the cost of Oracle or IBM. Amazon has also made consistent efforts to reduce the effort of database migration with services like AWS Database Migration Service.

 

First and foremost, migration to Aurora is about cost: companies want to get out of expensive database licenses. But the popularity of Aurora is also a sign of rising interest in Amazon’s fully-managed tools — overcoming fears that using native AWS tools equates to vendor lock-in.

 

Traditionally, vendor lock-in worries would cause a company to use only “basic” services in order to make Amazon easy to leave. But It appears that these fears are being eclipsed by a desire to reduce IT management. In other words, the value of a managed or automated approach far outweighs the potential effort of migrating out of that service for a (hypothetical) future transition.

 

Zynga began with this “tentative” approach to adopting AWS, but now realizes that the value of AWS is not cheap compute — it is reduced infrastructure maintenance. Zynga is infamous for migrating to AWS, then deciding to migrate back to on-premises cloud, then returning to AWS in 2015. This time around, Zynga decided their goal was not just to reduce bottom-line costs, but to be smarter about putting engineering resources towards applications, not infrastructure.

 

“As we migrated from our own private cloud to AWS in 2015, one of the main objectives was to reduce the operational burden on our engineers by embracing the many managed services AWS offered,” said Chris Broglie of Zynga on the AWS blog. “Before Aurora we would have had to either get a DBA online to manually provision, replicate, and failover to a larger instance, or try to ship a code hotfix to reduce the load on the database. Manual changes are always slower and riskier, so Aurora’s automation is a great addition to our ops toolbox.”

 

The adoption rate of Aurora and Redshift seem to indicate that Zynga is not the only company willing to purchase higher-level service offerings from Amazon. Anecdotally, the team at Logicworks has also seen growing interest in Aurora and other services like Redshift and RDS.

 

Changing your database schema has traditionally been difficult and expensive. Early adopters of the cloud usually just want to get their databases running on Amazon EC2 — choosing speed and ease of migration over long-term licensing cost savings. As cloud adoption matures, expect more companies to make a (slow) migration over to cloud-native systems. Because in the end, it is not just about licensing costs. It is about removing management burden from IT — and choosing to focus engineering talent on what really matters.


Marketing with your database

Big data promises to revolutionise marketing analytics and drive results. But what is big data, and how do you use it? Zoe Clum explains how your existing data could help you to understand your customers better

What is big data? It’s any large, complex database that is difficult to process using traditional data processing applications (such as Excel). But this data has potential – if you know how to use it.

Do you know the value of your customers? Sales and marketing data – information that you may already hold – can tell you a lot about your customers. Big data provides valuable analytics – but the information must be curated and organised in order to give you the right insights.

Since marketing is all about reaching the right customers at the right time, big data can be used to predict purchases, analyse customer behaviour and better understand the people buying your product. But many companies are paralysed by the sheer amount of information and find it hard to identify actionable sources of customer insight.

While big data is incredibly useful for learning about your customers, it isn’t the whole story. First you need to understand the human element – customer personas.

Customer personas and why you need them

Personas are essentially characters that represent various segments of your customer base. They contain in-depth information such as demographics, sources of influence, motivators, average income and so on. This information is then used to inform marketing and ad campaigns.

Commonly collected demographic characteristics include:

  • age;
  • gender;
  • ethnicity;
  • family and marital status;
  • employment status;
  • income level.

Commonly collected non-identifiable personal information includes:

  • geographic location;
  • lifestyle;
  • interests;
  • who influences purchasing decisions;
  • personal goals;
  • how they respond emotionally to events;
  • past behaviours;
  • why they interact with your company;
  • what they want from your company;
  • where they look for product information;
  • content consumption habits.

Which customer is your best customer?

Knowing which customers are your most valuable buyers is important because it helps you further focus your efforts. Traditionally, companies often define their Most Valuable People (MVPs) as the buyers who spend the most money. However, you may find these customers are the most expensive to keep and are the least loyal over the long term.

Big data comes into play here by calculating several factors that help you get more information about your buyers. Now that you have your personas, let’s find out more about them by calculating the metrics below:

  • Average purchase size: How much do your customers spend on a typical purchase? Look at this not just in aggregate, but by each persona. Also take into consideration the fact that people buy based on value, not solely on price. Can you sell more to any of your personas using promotions to develop awareness and interest in other products?
  • Lifetime value: How much money does the buyer persona spend with you over their lifetime? Is it a lot? Or is it a little? This metric is indicative of the relationship you have with your customers.
  • Acquisition costs: How much have you spent on marketing and sales to get this type of customer? If you spend a lot, let’s hope that your customers don’t cost much to keep and that they make large purchases from you. If that isn’t the case, you may need to re-evaluate your acquisition methods.
  • Retention costs: What do your buyers need from you in order to stay? Do they need a lot of support, training, or communication? Usually it costs more to acquire a client than keep them. Make sure that you are doing your best to build relationships with your customers and make them feel valued.
  • Customer happiness: Are your customers satisfied with your products or services? Are there groups of happy and unhappy customers, and what is the difference between the two? Investigating this may reveal flaws, highlight necessary improvements and even prompt you to adjust customer expectations.
  • Value alignment: Are your intended customers actually buying from you? If the intended core customers are not buying from you, then who is? This will help you to refine your customer personas, especially if it looks like you are out of alignment.

How do these metrics correspond with your previous assumptions about your customers? If they are still intact, great. We can still use these calculated metrics to group buyers together and further adjust your targeting.

Big analytics

This is where big data analytics comes in to play. Try to tease out demographic and behaviour trends that correlate with your best customers (buyers whose lifetime value is greater than the combination of acquisition and retention costs) and match them to your personas. Also keep an eye out for customers who are moderately valuable and those who don’t seem to fit the mould.

The desired end result is several groups of customers defined by behaviour, demographics and merit. These groups should all be prioritised by the value they provide to your company.

A great result of teasing out behaviour trends is identifying purchasing drivers and then tailoring marketing touch-points. Say you have a price-conscious customer who abandons the shopping cart. Sending that customer a 20% off discount with his/her cart items just might do the trick. For emotionally driven or socially aware customers, a product with proceeds benefiting a specific cause may sell more than a price promotion.

Giving data a human face

Volumes of data won’t help your business unless you can give it a human face. By connecting data to human experience, you have the power to craft buyer personas that can help drive digital strategy and shape highly-targeted campaigns.


Understand your customers better with big data

The thought of marketing gives many people headaches. In any business you will always find personnel in the marketing, finance, administration and human resource departments. These are the most important departments for all businesses. You cannot do without any of these teams. Management has its hassles and so does the human resource team. Marketing however, since it deals with people outside the business, tends to be come off as even more difficult to manage. As the marketing operations manager you must be extremely effective.

A few decades ago marketing was something totally different. Businesses were stumbling all over each other and paying huge money to market their products and services on television, radio and newspapers. Billboards were a privilege to many businesses. Posters were for startup business. Currently, the roles of a marketer are significantly different. Online marketing is being given most importance when compared to the likes of TV and newspaper. As a marketing manager you should be ready to carry out complex data analysis and such issues.

Running your business successfully

Running a marketing business should not be as difficult as many people depict it to be. It is a business like any other. The only difference is that you will be doing marketing solely. When you start your business, you should make sure that you have a team of experts to work with. They might not be experts when they are starting out but your employees should demonstrate an interest in learning something new at any given opportunity.

Keeping an eye on marketing professionals is not easy at all. This is especially the case if you have a team of salespersons who are consistently out sorting out client’s marketing needs. However, if you are dealing with online marketing specifically then you should not have a problem keeping track of the time your employees are putting into their work. Gone are the days when employees would spend at least half of their office time on the internet.

There are systems like Clockspot.com which help to keep track of employee uptime. Instead of spending hours of your day adding up worksheets manually, you can focus that energy on finding other clients. Time tracking has always been a major problem for businesses. You want to keep your labor costs at the bare minimum but you are having difficulties keeping track of the time that your employees are putting in. This should not be the case now that there are so many time tracking systems available online.

Effective marketing operations

There are several habits that you should adopt if you hope to become a successful marketing operations manager or generally a manager of a marketing business. These habits are:

1.Working as a team

You are probably seated there and you are wondering why you are being told something you already know. People know that they are working as a team if they want their department or business to perform at its best. You should always work as a team ensuring that every salesperson and marketer is on the same page. The goals that you have should be the same. It should not be a competition about who sells most but rather focus on ensuring that your clients receive the best service. Set up marketing campaigns that command attention.

2.Use data to decide

This is something else that you probably know. Data-based decisions are so much better than deciding out of the blue. The perils of making uninformed decisions are just so many. Many businesses have realized this and they are setting up sophisticated data IT systems. The goal is to trap as much data as possible and use it for decision making. Before you make a decision with your team, you should be ready to assess the data available. This is why as aforementioned, one of the key skills of marketers today is sophisticated data analysis.

3.Be very creative

You have the freedom to be as creative as you possibly could be. Marketing is all about capturing the attention of people and getting them to give you money for your products and services. In today’s world, it seems as if everything has been done. All the methods of capturing attention have been used, right? Wrong- there are so many things that you can do in order to make sure that you get the attention of your prospective clients.

4.Change the marketing business

One thing that you will have to do for your marketing business is market it as well. How will you market other people’s products and services while you cannot market your own? The world of marketing is a very dynamic one. There are new tools that are being released on what seems to be a daily basis. There are ideas and practices that are coming up every now and then. You can transform the marketing business significantly by being as innovative as possible.

5.Let performance drive your business

Come up with a strategy, budget and get the resources. Communicate the goals and mission of the business to your employees. All the activities that drive your business’ revenue growth should be aligned. You should focus on revenue, performance and results. There are technologies like the abovementioned time tracker on clockspot.com. These will help to improve the performance of your business greatly.

6.Be innovative

You should be innovative and you should get innovative people to work with you. There is no reason why you should be struggling alone to get your business to grow. The people you are working with should also come up with ideas that will get your business to perform at its best.

Conclusion

Marketing is one of the most important aspects of any business. If you are able to provide marketing services then you should start a business and get a team of innovative marketers on board. Managing a business is so much easier nowadays; this is all thanks to technology for business managers. You can now keep track of your finances with ease. Keeping track of the time your employees are putting in at work is also so effortless today.