As we’ve discussed previously, one typical response to a challenging marketplace is to decrease the expenditures on advertising, promotion and other marketing tactics. In the new web-based economy, there are compelling reasons to disregard those internal calls to slash your marketing budget.
Web analytics, or the emerging discipline of eMetrics, provides companies reams of information about what is working and not working in their web strategies.
Fortunately for publishers, other B:B industries are out in front of K-12 publishing on this and can provide a lot of guidance as our industry starts down this path. A recent survey by eMetrics Marketing Optimization Summit reveals that:
- 83.6% of respondents plan to increase or maintain their email marketing budgets
- 77.2% will increase or maintain their online advertising
- 75.5% will increase or maintain their keyword search program
- 61.8% will increase or maintain their social media program
Smart marketers don’t reinvent the wheel. They watch and learn from companies in other industries that have pioneered new communication methods to build community around their brands.
Of course, not every data point is important. What are some of the benchmark metrics you're following in your business?