How good is your Marketing?

The latest results on digital marketing outcomes compared to the budget invested in 2017 seem to be inversely analogous. This means that although the budgets are rising the outcomes remain steady or decreasing.

For example the average spend per month on Pay Per Click (PPC) campaigns has risen to €210 from €190 in 2016, but the average Click Through Rate (CTR) that is the basic PPC metric has dropped from 2.6% to 2.5%. Similar results have been recorded on Search Engine Optimization (SEO), Social Media Marketing, while video marketing and content writing was slightly improved.  The general statistics might vary across different industries but the main point is that in the first quarter of 2017, businesses spend more on marketing activities to bring in the same result.

After digging deep into the numbers and developing patterns and statistical models, our analysis concluded that the problem is not on creativity or customer reaction. It is on the reaction of the marketers that are monitoring the results. Professional marketing agencies with highly experienced marketers tend to focus more on closely monitoring the results from the first day of implementation and fine tune their strategies to match their aims. On the other hand freelancers and amateur independent marketers either do not have the ability or the time to do that monitoring. This is why professionally organized marketing agencies have managed to achieve better results for their clients. The difference between a marketing scientist and a so called “marketing expert” is becoming more obvious than ever.

If we focus on the client side that needs to promote a business, managers will need to be cautious on whom they trust to design, implement, test, adjust and monitor their marketing campaigns. To be on the safe side, do not hesitate to ask for credentials and proof of previous successful implementations emphasizing on the analyzing methods they use. All skillful professionals will be more than happy to provide you with the input you need to justify the optimal decision.