Comments on: Only cut the stuff that doesn’t work http://betterbusinessresults.com/blog/ireland-marketing-tips/only-cut-the-stuff-that-doesnt-work Irish Marketing and Business growth consultancy Fri, 30 Jul 2010 11:48:40 +0000 hourly 1 http://wordpress.org/?v=3.0.1 By: True North Metrics http://betterbusinessresults.com/blog/ireland-marketing-tips/only-cut-the-stuff-that-doesnt-work/comment-page-1#comment-635 True North Metrics Wed, 26 Aug 2009 11:50:23 +0000 http://betterbusinessresults.com/blog/?p=81#comment-635 I think you are right in saying only to invest your marketing euros into something that works, and bang on the button again when you say that marketers often have little idea about which activities they are engaging in are actually producing results. Reminds me of the John Wanamaker phrase "Have the money I spend on advertising is wasted, the problem is that I don't know which half" My company offer mobile marketing solutions for both small (corner shop) and large (Sandwich chains) operators and one of the main benefits of SMS marketing is precisely its measurability. Each prospective customer on the database can be sent a unique promo code, and each promotion in turn can have unique phrases, keywords and codes attached to it making tracking what does and doesn’t work much easier. I guess in times like these its all about measurability – “punting on it” or “winging it” just isn’t an option anymore. I think you are right in saying only to invest your marketing euros into something that works, and bang on the button again when you say that marketers often have little idea about which activities they are engaging in are actually producing results.

Reminds me of the John Wanamaker phrase “Have the money I spend on advertising is wasted, the problem is that I don’t know which half”

My company offer mobile marketing solutions for both small (corner shop) and large (Sandwich chains) operators and one of the main benefits of SMS marketing is precisely its measurability.
Each prospective customer on the database can be sent a unique promo code, and each promotion in turn can have unique phrases, keywords and codes attached to it making tracking what does and doesn’t work much easier.

I guess in times like these its all about measurability – “punting on it” or “winging it” just isn’t an option anymore.

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