As marketers, data analysis takes a firm seat in our weekly schedules. But so many of us are just skating across the surface of what can be achieved.
By shifting the focus from output toward outcomes, a business can maximise its performance and potential.
Your output is the avenue you take to achieve outcomes; it’s the daily activities you use to generate exposure, connect with prospects and promote your business. Your output includes your newsletters, your emails, your website, your blogs.
You’ve spent hours producing content, publishing it and promoting it and now you have to measure its impact and prove Return On Investment (ROI) to the board as well? Isn’t just publishing it enough?
In a word, no.
If you can’t prove your marketing is working, then you are putting effort in for nothing.
So measuring is essential.
Mobile internet usage has long surpassed desktop and laptop usage, and not just in the consumer world.
B2B buyers are just as glued to their phones as consumers. A recent study by Boston Consulting Group (BCG) revealed some powerful stats about how B2B buyers use mobile in the purchasing journey:
If you have been on social media, reading the news or following all things marketing, then you can’t help but have noticed the public response to the ‘banning’ of Iceland’s latest advert featuring the animated story of Rang-Tan – an orangutan whose had to leave his native forest due to palm oil production and ends up ransacking a little girl’s bedroom.
Currently, the advert is hosted on YouTube which has seen an estimated 30 million views (a figure that includes social media shares).
And a petition to “Release Iceland’s banned Christmas advert on TV” on Change.org is headed for a million signatures as of the time of writing.
