As in the case of many other disciplines, the field of marketing has experienced important changes since the arrival of the Internet. One of the major changes that has affected the way we think of and implement marketing strategies has to do with tracking methods.
If we examine in detail the main differences between traditional and modern marketing methods, we will reach the conclusion that one of the main distinctions concerns the power that the audience has to respond to and to adapt marketing campaigns to their particular interests. Modern marketing has brought about a much more active audience, and this fact means that tracking has become trickier. But there is no need to despair.
One of the most useful tracking tools is Google Analytics. This tool allows businesses to keep track of large samples of users and to obtain valuable details about consumer behaviour. The beauty of this tool is that it allows accurate tracking of both offline and online campaigns. Let’s say you are running a mostly offline campaign (TV and billboard adverts) that encourages your customers to visit your website. A common tracking method is to set up different landing pages on your main website and to direct your audience to a specific page. You can then easily monitor how many people visit that landing page as a result of your offline marketing campaign. All you need to do is to set up your “goals” on Google Analytics and see how the campaign is doing in terms of number of visits per day, length of stay on your website, number of transactions generated, etc.
At the same time, you could be using the same TV/radio/billboard adverts and prompt the audience to call a number. In addition to using online tracking methods with Google Analytics, you could set up a call tracking system that can provide valuable information like the geographic origin of incoming calls or at what times of the day you experience the highest volume of calls.
Google Analytics can also be used to track the effectiveness of coupon campaigns. To that end, you will need to get acquainted with the application’s custom variables (which is not as complicated as it sounds). While traditional tracking methods would only provide information on how many coupons have been redeemed, with online tracking tools you can determine a whole range of useful demographics.
Once you become familiar with all the tracking possibilities afforded by Google Analytics, you will want to use this tool to assess the effectiveness of your next campaign, whether it is going to be carried out via direct mail, through TV adverts, with coupons, or using any other method.
Since tracking has become an integral part of marketing, there is a growing need to develop multi-channel tracking strategies that can help businesses implement more effective marketing practices. So next time you sit down to plan your marketing campaign, do not forget to include an integrated tracking strategy that targets your niche adequately and makes comprehensive use of Google Analytics as well as offline tracking methods.