I recently read a post about
Google Analytics that made me consider what it means to call yourself a
marketer, and what good marketing looks like?
You can read the full article
here:
I spend a lot of my time advising
clients what good marketing looks like and that, to be effective, marketing
should be planned and joined up.
Clients also regularly ask for
advice regarding a ‘marketing’
service that someone is offering to them.
Often, the sales pitch for these
services revolves around analytics, getting high search rankings and driving
specific metrics.
The real issue is not analytics
per-se, it is how people are encouraged to use it.
No-one is
an expert in everything
Tools like search and SEO are too
often sold as stand alone marketing solutions the success of which is measured
using Analytics. They are presented as magic wands which can solve any
marketing problem.
If success was all about driving
metrics in Analytics, that would be fine, but in reality success with analytics
will not necessarily lead to business success.
The article also talks about the
importance of people having proper marketing qualifications. Whilst
qualifications are valuable in demonstrating commitment and professionalism,
the real issue is that service providers need to accept that they are not
experts in everything and that the service they offer is not a magic wand.
In reality the best results come
when experts in individual disciplines focus on what they do best and come
together with other experts to create great marketing programmes.
In my experience, the worst
offenders in the “we can do everything” department are not SEO or social
media experts, but web designers. Sure, there are some great designers out
there who can create a fantastic website layout and code developers who can
turn designs into efficient, effective websites, but look at their own websites
and these people will so often position themselves as Marketers, offering a
full range of services from web development to SEO, Social Media and Email
marketing.
In reality, their primary
interest lies in creating the website rather than using it as a marketing tool
once it is complete. Whilst they may be experts in design and web coding, they
are not marketing experts. Once the web project is complete they want to be on
to the next project.
Conversely, BSA Marketing are at
their core, experts in niche Business to Business Marketing. We understand the
values, strengths and weaknesses of the variety of marketing tools on offer and
there relevance to a particular business and objective.
Our mission is to make your
marketing work for you.
To achieve this we use our
in-house marketing expertise and then call on specialists in specific
disciplines to create marketing programmes that really work.
Back to
Analytics
Coming back to Google Analytics;
has it has ruined marketing?
In itself, I think not. Google
Analytics has brought visibility to the cause and effect of marketing. In the
time before Google Analytics, identifying whether or not your marketing was
going in the right direction usually involved expensive market research to
assess the short term impact of your efforts. This process was beyond the
budget of most SME businesses. Google Analytics has changed the playing field
and allows any business to see if marketing activities are having the desired
short term impact.
However, the ease with which this
can now be done has encouraged people to focus on measuring the short term
effect (eg is my social media campaign driving people to my website), and
forget about the real long term objectives:
Engaging with my target market to communicate my offering through the
use of website and social media, building awareness, growing confidence and
delivering increased sales.
The issue is not “Has Google
Analytics ruined marketing” but “Has Google Analytics made marketers
blinkered to what they are really trying to achieve, and susceptible to the
magic wand salesman”.
Whilst the answer to the first
question may be NO, there is far too much truth in the second!
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