The Importance of Monitoring your Marketing Results


Why should I monitor and analyse marketing results? Is the time and money spent on this really worth it? How will the process and results benefit my firm? These are all questions regularly asked by directors and business owners.

The fact of the matter is that the process of monitoring your marketing results will help you assess whether you are receiving a return on investment, and accomplishing your marketing and advertising goals. Knowing what forms of marketing and advertising work best for your firm will allow you to improve your tactics for future campaigns.

Whether you think you have a great campaign or not is irrelevant to the fact that you should monitor the marketing results. Monitoring what is actually happening in the market versus what you originally planned, can provide priceless information with which to increase the effectiveness of your marketing activities, either within the current campaign or for the future.

Benefits of monitoring marketing results

• Increased engagement with target audience – generating engagement with or responses from audiences will depend on the type of content and call-to-action. The right mix of content to the correct audience will create positive responses.

• Understanding your audience
The members of your target audience, your potential or current clients, are the base on which the success of your brand is built. This forces you to know what marketing techniques are more effective on them. When you narrow down what content communicates well to your target audience, along with the time and day that engagement is highest, you can use the information to further establish your position in the market. Monitoring and analysing your marketing channels gives you the ability to measure your clients’ reactions in order to provide the most relevant content for your audience.

• Improve your approach to marketing
Once you have found a marketing approach that works for your firm, you might be tempted to just let it be. However, your clients and the competitive elements of the market are not going to remain the same forever, and neither should the marketing approach you are using across the various channels. When you are monitoring your marketing strategy you can easily detect changes happening across channels and test out new approaches and methods. For your firm to be a leader in the industry, you continuously need to be monitoring your marketing efforts to improve your approach.

• Stronger financial position
The moment you start monitoring your marketing, you will start to see whether your efforts are generating a profit or a loss. This tangible result will assist in delivering high levels of success from your marketing efforts. When you narrow down the aspects that make your firm’s marketing work effectively, you can spend more time and money on that and dismiss the techniques that are simply strenuous on your profits.

Setting up processes and the right tools which help you monitor your marketing results can take time and money. Before you turn away and decide to rather spend the money somewhere else, think about what you can gain – or lose.

For more information contact Francois Pretorius at francois@succeedgroup.co.za

This article is a general information sheet and should not be used or relied on as professional advice. No liability can be accepted for any errors or omissions nor for any loss or damage arising from reliance upon any information herein.