Organizations that are not generating returns from their digital or online marketing need to evaluate if their marketing and advertising investments are aligned with their organization or business goals.
When marketing efforts are linked to their impact on strategic business goals organizations can measure and optimize the outcomes that drive success. At that point, each dollar spent on marketing and advertising can be reallocated into the mix of marketing programs that generates the best results.
When spending on marketing and advertising is aligned with the organization’s goals it will have a direct impact on the businesses success.
While TV, radio, and some traditional media sources remain important tools to reach consumers, the web has become the primary reference for consumers and businesses executives to investigate organizations, products, services, and people. Search engines, websites, chat rooms, directories, social media, and review sites are the tools most often used by consumers to learn about and communicate the companies, organizations, and people that they care about.
We’ve all heard the phrase “half of the money I spend on advertising is wasted; the trouble is that I don’t know which half.” Today, any business can use their own data to learn what works and what doesn’t.
One of the biggest challenges to linking marketing with strategic goals is that many people in an organization affect marketing success, and need to be focused on the same goals. Another challenge that businesses and organizations face is that most marketing companies are selling services that measure results in a manner that isn’t at all related to their client’s strategic business goals.
Still another issue is that many businesses and professional practices don’t have strategic goals. Yet, its well documented that any organization’s ability to effectively allocate its resources to impact its strategic business objectives drives its success.
Aligning your marketing with your business goals starts with your strategic marketing plan, continues by understanding your what your top customers want, and making it easy for them to find and get, and ends by measuring and optimizing how you engage, convert, and maximize the value of each customer.