This quote is attributed to John Wanamaker, and was probably said said somewhere around 1900.
Fortunately things have changed a little bit, and we no longer have to run our marketing under that cloud.
With digital marketing you get the ability to measure your marketing efforts down to a detailed level.
That means you can optimise it – you can make it work better for you, and you can make a better experience for your customers. You can better understand that “half” of marketing that is wasted, and reduce it dramatically.
That means more resources get directed into the things that serve and support your business, and less is spent where it’s not giving a good return.
Compare this to offline advertising such as the printed YellowPages™. There you can have a “feel” for how much return you get, but it’s difficult and a best guess effort.
Digital allows us to be far more granular. While not 100% perfect, we can get enough accurate information to infer people’s intent in visiting your website based on what they do on your site, how they get there, and so on.
Once we discover this, we can make the experience better for them, encouraging loyalty to your business. Customer loyalty pays you back in many ways, through repeat business, referrals, more profit, and more time with your loved ones.
Google offers a service that tracks and reports detailed information about the visits to your website. It is the most widely used web analytics service on the Internet and comes as either free or paid.
The free version is suitable for the vast majority of small and medium businesses and many corporates. The simplest setup can take only a matter of minutes, and start collecting invaluable information.
Google Analytics lets you do more than measure website visitors and whether they take an important action on your site. You also get a deep understanding of how visitors find and use your site, and what their needs are. You’ll be able to see what parts of your site are most helpful and where you can improve to keep them coming back, even if you have a shopfront or provide services to an area.
Facebook provides some of the most affordable targeted marketing on the Internet.
Using Insights, you get information about how your posts, videos and page performing. As well, it helps you build a more complete profile of who your Facebook customers are.
You’ll be able to determine the best time of day, best day of week and what type of content is most popular with your peeps. You’ll also be able to closely track your advertisements and respond quickly to ones that are doing well.