Depending on the size of the brand in question, an audit can be performed very cost effectively. Consider other key awareness indicators for benchmarking.
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Most social mentions can be evaluated with the analytics already embedded in major social platforms, or with specially designed tools for social media monitoring and evaluation. None of these criteria stand alone, and some are even arguable, but in aggregate they are powerful, and the most important factor is an apples-to-apples comparison over time. Track earned media against web analytics.
Then, too, not every program has the goal of producing web traffic. A campaign to build awareness for a new craft beer probably wants to drive beer lovers into stores or bars. A health promotion campaign may seek to get people to stop smoking or cut saturated fat consumption. In cases like these, tracking web searches, coupled with awareness surveys, are more effective than site analytics. Measure what is most relevant.
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To avoid that, focus on what is truly important. Some clients will count clips, but it may be more useful to analyze the message pull-through in the earned media generated by a PR campaign. This new edition has been thoroughly rewritten to stay up-to-date with all the new marketing channels, in particular those offered by the internet. With a strong emphasis on practical advice, this is a useful guide for anyone marketing on a tight budget, regardless of their level of marketing experience.
- Managing Globally (Essential Managers).
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Pages: Product dimensions: 6. He has 20 years of first-hand experience in finance and marketing. See All Customer Reviews. Shop Books. Add to Wishlist. USD Sign in to Purchase Instantly. Overview Written in straightforward language, this guide offers tested advice on constructing profitable marketing strategies for any business.
About the Author Dave Patten runs his own marketing advisory business. Show More. Average Review.
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Successful Marketing For The Small Business by Dave Patten
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Written in straightforward language, this guide offers tested advice on constructing profitable marketing strategies for any business. Explaining how to revitalize products and services with some basic marketing know-how, How to Market Your Business covers market research, advertising, promotion,. Explaining how to revitalize products and services with some basic marketing know-how, How to Market Your Business covers market research, advertising, promotion, selling techniques, product launches, and using the internet -- everything a business owner needs to ensure their product reaches the market successfully.