If You Advertise, Be Sure to Measure It

Advertising is tough for most small-to-medium size businesses since it is expensive, difficult to connect with your target customer, and hard to measure for effectiveness. However, there some tricks when setting up your advertising campaign to ensure that the campaign’s effectiveness can be measured. The simplest method for tracking advertising is to ask the customer how they heard about your business or product. Most of the time, your customers will tell you exactly how they found you; this could be because of advertising or not.

Traditional Retail Advertising is Ineffective

A recent online study by Deloitte and Touche uncovered that two thirds of store visits during the 2006 holiday season were not influenced by holiday advertising. It turns out that most consumers picked stores because of their pre-existing familiarity with the stores and the stores locations. Additionally, the products purchased were researched on the internet.