The Beauty Of Direct Response

We are a direct response marketing agency and as such concentrate on measuring results.  We know what works and because we have the data to prove it.  If we can we split test two different versions so when all is said and done we know which is better.

If the whole marketing world took this approach and insisted on having a measurable call to action on all its advertising then the world would be a better place.  All marketing would get better and better, it would communicate to the right people with the products they wanted.  Brands would be built from people buying the products and enjoying them.

This rant is brought to you from the desk of Mark Hammersley 😉

OK so I am ranting a little bit but I want to drill home the neccessity to track and measure everything in your marketing.  There is a lot in our web marketing sphere that is very new and exciting and sometimes people get so carried away that they forget the reason for the marketing in the first place.

Every business should be setup to calculate life time customer value and be able to split this figure down by lead source.  This way you can accuratly say something like this

‘Every person that signs up to the newsletter who comes from an affiliate referral is worth £5.57 per year to us’

Now think about if you had this kind of information.  The granularity of this makes you the king of the world.  You know the answer to the holy grail question – what should I pay for a lead from this source?

BUT…

A lot of companies do not seem to care, or even track this kind of information. They just rely on a kind of ‘feeling’ to see if they are doing OK.

PLEASE stop this madness and start tracking everything and if you cannot track it – do not do it.

Simple

RANT OVER

Have a great Christmas and New Year.

Mark Hammersley