Every marketing investment has a quantifiable return, and effective marketing strategies should be designed and adjusted in direct proportion to the financial returns of each marketing initiative type and channel.
Emerging technologies are changing traditional marketing investments, which mean that every marketing dollar now has to have exponentially greater value in proportion to the marketing channel and strategy.
Consumers have 24 hour access to targeted offers from rival brands and common interests groups. At the end of 2010, the number of Internet users surpassed 2 billion (approximately 30% of the population), of which 226 million joined in 2010 alone.
Word of mouth has become a rather unexpected challenger to traditional marketing channels.
Today’s buying audience actively broadcasts and recommends content, products, and overall experiences to a global audience that historically would have been waiting to hear about new products and services directly from providers. Without a doubt, today’s consumers reach one another before they are reached by companies. This has resulted in increasing pressure to internal marketers as well as marketing firms and advertising agencies to demonstrate quantifiable value of marketing investments across TV, Radio, Print and Online marketing channels.
Marketing Authority™ empowers marketers with all of the information necessary to track the impact of costs and media mix on overall marketing strategies.
- Track marketing spend
- Define goals and measure returns against the goals
- Cross reference operational performance (Click, Talk and Walk) with marketing spend
- Manage advertising campaigns from all marketing channels
- Leverage virtually unlimited insight into all of the organization’s marketing activities
- Allocate revenues to the most profitable channels
- Track cost per impression, cost per order and cost per lead
- Track sales conversion in direct relation to marketing initiatives and cost
- Leverage dashboards to track real time and historical performance, perform cost/benefit analysis and analyze ROI
