How to Measure the Effectiveness of a Marketing Plan

by Elizabeth Smith; Updated September 26, 2017
...

In business, a successful marketing campaign can lead to increased sales, better name recognition and a wider customer base. Great marketing helps your company establish a strong, memorable brand identity in the minds of customers. By using tools to measure the effectiveness of each promotional effort, you can determine which to keep and which to discontinue. In doing so, you can more effectively utilize your time and money to develop a powerful marketing campaign.

Step 1

Track Internet statistics. Because many marketing campaigns involve directing readers back to your company's website, viewer statistics can be a useful way to track effectiveness. Install Google Analytics into your website code and log into the user interface, where you can monitor the visits, unique visits and bounce rate, and also see how many pages per visit each person makes (see Resources). If the numbers go up drastically after you have launched a campaign, it is a good indicator of success. Analytics will also tell you the page that linked visitors to your site, which can help you track the progress of online advertisements. You can also track location data, which can help you gauge the success of a location-specific marketing campaign.

Step 2

Send out anonymous surveys by email. Create a simple online survey that asks questions about your product and the marketing campaign. If you are marketing a new product, include questions about the features and basic recognition to see if the word has gotten out. You can also ask participants if they have seen your marketing materials, heard your advertisements, or if they have a basic familiarity with your brand.

Step 3

Include a section on your online order forms and information request forms for customers to list how they heard about your organization. By including a simple list that cites your various marketing strategies, you can get an idea of the most effective methods from people who have chosen to buy your product or service.

Step 4

Compare sales statistics. Most marketing campaigns are designed to increase sales for your business. Keep track of the sales before the campaign, during the campaign and after it has ended. If sales rise during a campaign and drop when it ends, it is an indicator that those efforts were successful. Because many campaigns do not have an immediate effect, monitor the sales over time to see correlations and delayed effects.

Step 5

Use coupon codes. If you are including a discount on your print or digital marketing campaigns, give customers a coupon code that you can use to track the response. Use a unique code to identify each ad in different publications, and require that the customer enter the code to get the discount. In doing so, you can track which publications or websites attracted interested customers and ramp up your efforts accordingly.

Resources

About the Author

Elizabeth Smith has been a scientific and engineering writer since 2004. Her work has appeared in numerous journals, newspapers and corporate publications. A frequent traveler, she also has penned articles as a travel writer. Smith has a Bachelor of Arts in communications and writing from Michigan State University.

Photo Credits

  • Jupiterimages/Comstock/Getty Images