Every marketing campaign is unique. However, all marketing campaigns have to be evaluated. After all, we all need to know how our performance faired, right? Evaluating how we perform on a test can help determine whether that test was a success or not. Similarly, evaluating a marketing campaign is also necessary to determine if the campaign was a success or not. For instance, if a company is running a sales promotion offering a coupon or a promo code, the number of coupons or code redemptions can provide insight to the marketers on whether the promotion was effective.
Online evaluation metrics can be used to measure digital marketing communications programs. When a company runs an online ad for a particular sale, marketers can evaluate how many online visitors clicked on the ad, how long they were on that page and was a purchase made. Furthermore, mouse activity can also determine how long a visitor viewed the ad. Establishing marketing performance metrics is integral to helping brands satisfy customers, developing a clear company image, being proactive in the market, and fully incorporating marketing into the company's overall business strategy (2016).
Boundless. “The Importance of Evaluating Marketing Performance.” Boundless Marketing. Boundless, 26 May. 2016. Retrieved 07 Aug. 2016
Boundless. “The Importance of Evaluating Marketing Performance.” Boundless Marketing. Boundless, 26 May. 2016. Retrieved 07 Aug. 2016
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