TRACK THE RETURN ON YOUR ADVERTISING DOLLARS
The cost-benefit of Internet advertising can now be fairly readily quantified, and tools are steadily improving. Offline paid media advertising matured between the 1920s and 1960s, but research was not applied to quantify advertising's results until the 1980s.
Still, the average business has difficulty seeing the results of its advertising dollars. The goal and expectation should be a system that automatically tracks every dollar spent and every offer made to every current and prospective customer. Until you impliment a real-time system such as those we build, you need to manage your traditional advertising expenditures and ROI manually.
In credit-tight economies, managers' need to conserve cash flow forces companies to focus, first on cutting expenditures which cannot be proven to impact the bottom line. But without sales, you have no business. Your company's challenge is to understand which of your advertising dollars are actually impacting your sales - short and long term.
LET RESEARCH SUPPORT AND VALUE YOUR ADVERTISING
At every step in the ad campaign development and implementation process, there is an appropriate use of research to support it or quantify its impact and return on investment (ROI).
The Advertising Research Process chart on this page outlines the type and role of research at each step in the process:
CONTACT US to help make your research the key to your company's future.
Copyright VanAmburg Group, Inc.
Updated November 4, 2008
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