Why is it important to report on digital marketing performance at all? Your boss is on your case, you’ve got campaigns running on 5 different platforms in 3 different mediums, your sales team is working hard on new leads, and your budget meeting is at the end of the week. As Marketing Managers we all know the pressure and challenge of showing your marketing department’s continued value to the company. Sometimes it’s less of a problem delivering the value, and more of a problem making your boss see it. Reporting has become a must-have skillset for successful modern marketing professionals and one which scarcely few Marketing Managers seem to be overly confident about.
Many business owners experience sticker shock when they look into the investment for digital marketing and online advertising programs. It's understandable.
“Captain’s Log, Stardate 150522.04: TheMothership.com has arrived at a previously undiscovered planet with amazing potential for new trade. However, the local population runs in fear every time we try to bring theMothership into the atmosphere. It appears to be too big for their comfort and they’re concerned we’ll flatten them if we attempt to land. So, we changed tactics and used the smaller shuttlecraftMicrosite to take down a limited landing party and diplomatic relationships are progressing as we’d hoped. No longer overwhelmed by the vastness of our Mothership, they’re able to focus on the benefits of our new widget. I think it’s safe to say that we’re on our way to converting another world to our products.”
In the web development and Search Engine Optimization (SEO) world, there’s been an atmosphere of fear and loathing of late. Mobilegeddon. Mobocalypse. Or our favourite: Moby Data. Okay, we made that last one up.
Content Management Systems (CMS) have revolutionized content creation and website maintenance for every business that has chosen them. They allow businesses to update content in house, responding to immediate communication needs in a way not possible with a site managed solely by your agency. And with this increased level of hands-on commitment, businesses become more engaged in site design and structure discussions. Expect this partnership between businesses and agencies to only strengthen as technologies and skill sets evolve, to the benefit of overall communication goals.