Wednesday, June 24, 2015

Measuring Software Marketing
Campaign Costs

Only 27 percent of marketers measure the cost of each of their marketing campaigns. So says Beagle Research, as reported in Direct Marketing News some months ago.

Absent a lot more detailed information about the survey, it's difficult to understand a statistic such as this. Does it means that nobody took the time to measure the cost of this month's AdWords campaign? That seems highly unlikely.

Does it mean that nobody performed the complex calculation of factoring in the work by full-time staffers on an online advertising campaign? For example, nobody bothered to factor in the salary, benefits, taxes, and overhead costs for the copywriter who wrote the new sales presentation, or for the graphic artist who illustrated it?

If your micro independent software vendor (microISV) firm is competing with larger software development companies, and if these larger firms are doing a sloppy job of bean-counting when it comes to their advertising budget, then that gives you a distinct competitive advantage. By keeping track of marketing and advertising expenses, you can do a better job of knowing which ads and press releases are working and which are not pulling their weight. And by tracking these simple metrics, you can direct your limited ad and marketing budgets to the things that are truly working.

Take advantage of your ability to easily track your expenses, and use it to compete effectively with larger competitors who cannot track costs as effectively.

No comments:

Post a Comment