It’s extremely interesting to me that companies have systems to test their products, but not their marketing. It’s not really new to have quality control for the product. After all, it costs money to build faulty products. Your customers will return it, or unsubscribe, and even worse, complain.
It also costs money to build a poor marketing campaign. Whether your company is marketing offline, or online, it’s important for a business to have some sort of system for quality control. Do you know if your website is bringing in sales? How much revenue did your print ad create? What was the ROI on your last trade show? If you don’t know, then how do you know if you are wasting money, or not?
If you build a marketing campaign and don’t have a positive ROI, then you are wasting money; just like you would if you built a bad product.
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Your points about measuring are right on, but I am surprised by your observation. This might be a case of some do and some don’t. After reading, “SuperCrunchers” by Ian Ayres, I was under the impression that all marketing departments had “analytics” down in terms of following customers and marketing campaigns, maybe even better than those of us in manufacturing/production. Perhaps my surprise is a case of my being envious of what appeared to be easier data collection?
Good one.
It’s amazing how uncommon common sense can be!
Luckily digital marketing makes testing and measuring so much easier and more immediate.
Marketing is tricky to measure especially in the social media world. But it should not be over-looked. Whether your spending $ on trade shows or time on twitter. It’s costing you if its not working.