just measure it

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More and more people are better connected to their health through apps, Fitbits, and Apple watches used to measure each step taken or stair climbed and help improve overall wellness. According to Pew Research Center, who conducted the first U.S. survey on self-tracking, one-in-five adults say they regularly wear a smart watch or wearable fitness tracker. Also tracking at least one health indicator, with 60 percent tracking weight, diet or exercise and 33 percent tracking health symptoms such as blood pressure, blood sugar, headaches, sleep patterns, and so on. Not just a fitness tracker you are wearing, it also has apps to keep you connected.

Not only are consumers becoming increasingly fanatical about monitoring their health in order to become more self-aware, a majority of Americans want to monitor their health with connected health devices (56 percent) that automatically send information to their doctor or other people they choose, according to a recent Connected Health Study by A&D Medical.

As marketers, should we be just as obsessed with monitoring the health of our advertising campaigns? Technology has provided tools that give us the capability to measure marketing as never before. But, do we have the passion to track each channel and, if we do, are we really using that information to improve performance or just tracking it for measurement sake?

Smart Insights article on June 12, 2019, states that marketers are still struggling with how to measure ROI, only 39 percent of B2B and B2C marketing professionals say they are somewhat successful when it comes to measuring ROI but that there is still room to improve.

This year, now more than ever, marketers must develop creative campaigns that move the needle, deliver on business goals, and hit the ROI goal. Campaigns must be tracked, monitored, and optimized. The top questions to ask when even thinking about your next digital campaign should include:

  1. What are you trying to do?
  2. How does your target audience consume information on your product and competition in this new normal?
  3. What is the average value of each customer?
  4. What is the lifetime value of that customer?
  5. What are the revenue goals for this marketing initiative?
  6. How many more customers do you need to meet your revenue goals?
  7. What percentage of calls, clicks convert to leads now?
  8. What is your current cost per lead?
  9. How many calls and clicks does it take in this new normal?
  10. Are you spending enough to make a difference or is there a better solution?

Does your marketing campaign need a fitness checkup?