Are we measuring what matters with our online marketing and public relations
I heard an interview with David Meerman Scott recently in which he raised an interesting issue.
When we measure marketing and public relations we have been generally having measurement around leads -number of emails addresses or press hits we get. But to get our ideas to take off in the new media we need to have different measurement. We need to measure – how many bloggers are blogging about our ideas, how many people are downloading our stuff and ultimately how many people are buying our products and services. Measuring the lead will lead to failure – it is not a measure that matters.
These thoughts are provacative and i believe true. Those whose ideas have gone viral are those who made their ebook, article freely available without even email registration. This has then lead to further word or mouth which then leads to increase sales.
The point is measure what really matters not what we have always measured.
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