RETURN ON INVESTMENT CANNOT BE MEASURED
SMALL BUSINESS OWNERS SIMPLY DO NOT HAVE THE BUDGET TO IMPLEMENT THE SOPHISTICATED TRACKING MECHANISMS OF A FORTUNE 500 BRAND
I touched on this earlier, but it’s definitely worth expanding on. For many small-medium sized businesses, this is a huge sticking point. Clients that I have worked with in the past simply haven’t had the resources to be able to implement the types of tracking mechanisms that a Fortune 500 brand might with traditional media to measure engagement and return. They want every dollar tracked and want a clear understanding of what their marketing dollars are bringing back into their business. Traditional media doesn’t easily allow for this kind of tracking. Can it provide a certain level of brand awareness in the market? Sure it can. But digital, and particularly inbound, does a much better job at accurately tracking return on investment using cookies, analytics, and tracking pixels on websites.
Most everyone’s behavior is being tracked online, and the power of that big data can be used to help better reach your customer base. There’s even an app that allows you to get alerts when your emails have been opened. Pretty powerful right? A solid digital marketing strategy with tracking mechanisms such as this will allow your organization to better reach your audience and refine your sales process with pinpoint precision.