Five Marketing Measurement Mistakes Retailers Are Making Today
There’s no such thing as a typical consumer journey. Thanks to the wide range of available channels, platforms and devices, consumers now have the power to browse and purchase goods both digitally and physically, while switching from online to offline and back again. In fact, research shows 75% of shoppers like to browse products in stores before ordering online.
For marketers, this brings significant potential to reach and engage consumers at scale via multiple addressable and offline touchpoints. But with an increasingly convoluted path to purchase, they must ensure measurement is helping rather than hindering their marketing efforts. After all, failure to do so can cost time, money, and opportunities to drive bottom-line business performance.
To optimise multi-channel campaign success, marketers need to get their measurement strategy right. While there’s no silver bullet for measuring marketing effectiveness, even small improvements can translate into significant outcomes. Nielsen’s Ben Samuel explains in an article for Marketing Tech.