The tone in my voice reflected my utter astonishment. “You’re paying what per month? For digital advertising? And is it working? What do you mean you don’t know?”
If this sounds like you, you are not alone. I believe some business people spend their marketing dollars out of habit and name recognition rather than results. It doesn’t help that the latest phase in the current media transition finds sales people with shiny new digital offerings charging exorbitant rates to naive business owners that are attracted to the miracle of the online world.
So, what’s a business to do? The secret isn’t so secret and has been the same for years. You measure what’s effective and move your marketing dollars to where it’s working. But businesses don’t measure or even observe the shift that’s happening. And so they continue doing what they do. And if you always do what you’ve always done, you’ll always get what you always got.
What’s actually getting results for your business? If you can't answer that question, it's time to start tracking the numbers. Otherwise, you're just throwing money away.