“Shh! You can’t use that word in business, it’s blasphemy. It’s heresy; you’ll be burnt at the stake; you’ll die of a thousand cuts. No-one should utter it’s unholy name.”
Nothing drives me more insane than lack of data. Continual performance assessment and the starting point for any strategy is research. Research can be made very difficult if there is no data to dissect. The little things consumers say, the amount of people coming through the door, the number of phone calls and outcomes are all important in determining the current state and direction of a business.
Perhaps it is the malady brought on by watching shows like ‘Law & Order’ which has so caused business to literally swamp itself in litigation, but it seems to me that we are no longer responsible for ourselves and we need someone to blame for our own stupidity.
Email marketing has changed remarkably in the past decade. Most of you will have noticed the obvious switch from text-based content to the visually loaded HTML based email we receive today. Marketing emails today can have as much visual impact as a double page spread in a glossy magazine, but in my opinion the biggest and most important developments for us marketers have all been happening behind the scenes.
No doubt you’ve all heard Tony and I (and just about every marketer out there) bang on about the importance of research when it comes to designing your marketing campaigns. Finally, just when we thought all was lost, someone was listening! We and the team at The Box have been given the go ahead by Pro Busselton to carry out a large survey to profile the ‘Visitor to Busselton’. I can’t applaud Pro Busselton enough for the initiative and foresight in commissioning such invaluable research.
Buying media is not easy. And, it is not made any easier by the lack of official measurement, or the knowledge that the little measurement that is in place has some pretty big holes. A media buy is as much about gut feel and applying your own experience than examining data.