You can’t spend wisely unless you understand the full impact a Specialised Marketing Assessment will have on your business. Here are four questions you should ask yourself to maximise the return on your investment
In the face of growing complexity in the ways we communicate with our audience, businesses are striving to make the best use of new media and to measure their impact.
If you’re an established business, you’ll have perfected your approach to traditional advertising channels such as TV and radio and will likely have got to grips with the biggest social media platforms. But new kinds of media are popping up all the time and measuring ROI in such a growing and multifaceted environment can be a challenge.
Quiz Marketing isn’t exactly new, it was around in the traditional era and has successfully moved over to digital, it is a tried and tested, easy to measure marketing solution with proven results. However, it has been overlooked and underrated for a long time so for many, its unfamiliar ground.
A Specialised Marketing Assessment, is not your run of the mill BuzzFeed quiz, or social media personality test, it’s much more and requires a different approach.
In this article we’re going to look at the four questions you should be asking yourself when figuring out what is going to drive returns on your marketing spend. We’ll look at the problems each question raises and how a strategic approach with a Specialised Marketing Assessment will help you make your investment count.
What exactly influences my audience today?
The digital revolution and the explosion of social media have profoundly changed the way we communicate with our audience and the nature of the customer journey.
The salesperson is no longer the voice of authority, the consumer is now active in their own decision making, reading reviews, comparing prices, and driving a hard bargain.
The once linear customer journey has become a loop as consumers turn into reviewers themselves and demand an ongoing relationship with the product, service, or brand and a direct line of communication.
A Specialised Marketing Assessment places your prospect in the driving seat and allows them to actively self-identify their need for what you offer. It is a way creating awareness and driving conversions that is in complete alignment with today’s consumer.
What’s more, SMA Digital’s training and resources will guide you to ensure your Specialised Marketing Assessment reaches your audience across the right touchpoints and delivers the right messages that will actually influence them to take the assessment.
Do I know enough about quiz marketing to make a confident judgement?
Back in the pre-digital days it wasn’t so difficult for marketers to feel confident in their judgements on spending. Today however, that certainty is rather more elusive.
Afterall, traditional advertising has been perfected since the development of printing in the 15th century. Whereas some of the newest and most popular digital platforms have been around for only a matter of months. When you know that your judgement is a tad rocky, it can make it difficult to justify an investment in an additional new marketing solution.
At SMA Digital we advise our clients to articulate the specific problems that they want to solve and the questions they want to answer. In this way we can demonstrate the clear relationship between our client’s investment and real results for their business.
So, when we look at how our assessments have performed for our clients, we know that the question really isn’t “should I invest?” but “how much should I spend to hit my targets?”
How will a Specialised Marketing Assessment integrate with my other marketing efforts across channels?
As the world of marketing becomes ever more complex, the way businesses manage it must adapt.
In the past, one internal person could reasonably well manage the handful of communication methods that were available to connect with their audience. Now, the rapid expansion has led to the need for specialists in each of these channels.
One person simply can’t do it alone as they will lack the skills and knowledge needed to exploit every single marketing channel out there, including the ones yet to come.
When you buy a Specialised Marketing Assessment, you are getting a whole team of quiz marketing specialists, with an accumulated knowledge of how to integrate your assessment seamlessly across your channels and communications vehicles. We do this while maintaining a consistent brand voice and remaining focused on your business goals.
What metrics should I track to measure ROI?
Metrics aren’t perfect and there is no single one that can measure the effectiveness of all spending. But businesses must track progress, there’s no way around it.
Big data and sophisticated analytics tools make it possible gain unique insights and take advantage of them, but they’re only useful if they can be understood by decision makers and stakeholders across your organisation.
SMA Digital provide the expertise to analyse the data your assessment generates, in conjunction with the data gathered from the rest of your marketing mix. In this way we lay the foundation for how you approach tracking ROI of your Specialised Marketing Assessment across your touch points.
Making an informed choice
There’s no doubt that the rapid changes in the marketing world make it a gigantic challenge knowing where to allocate your spending. But we find, time and again, that by answering these four questions we can help businesses measure the effectiveness a Specialised Marketing Assessment will have on their bottom line and their growth.
