Modern Marketing Today
  • About
  • B2B
  • B2G
  • B2C
Subscribe
No Result
View All Result
  • Digital Transformation
  • Customer Journey
  • The Experts
  • Martech Innovation
  • Events
    • Dreamforce 2019
    • 2019 Sitecore Symposium
    • Modern Customer Experience
  • Resources
Modern Marketing Today
  • Digital Transformation
  • Customer Journey
  • The Experts
  • Martech Innovation
  • Events
    • Dreamforce 2019
    • 2019 Sitecore Symposium
    • Modern Customer Experience
  • Resources
No Result
View All Result
Modern Marketing Today
No Result
View All Result
Home Contributed Articles

Understanding Why You Aren’t Seeing an ROI From Your Marketing Strategy

by Fulya Uygun
September 15, 2022
in Contributed Articles
Reading Time: 5 mins read
A A
Share on FacebookShare on Twitter

A marketing strategy is typically only as good as the research that’s been gathered to inform it. Marketing strategies fail for many reasons, so we need to take the time to understand why. If you don’t, you will have completely wasted your time and money.

The Marketing ROI Checklist

When you are not getting your ROI from your marketing strategy, there is a checklist to follow to understand what could be happening. First, calculate how long the strategy has been active. If you’re not seeing any growth within the first six months, your strategy probably isn’t working. If it’s only been a couple of months, it might be too soon to tell.

Second, evaluate whether you’re tracking the right metrics and interpreting them correctly. Depending on what platform is being used, this could affect how you measure the success of your strategy. Lastly, evaluate whether or not the type of content you’re producing is the right kind that your audience is interested in.

The Most Common Mistakes When Measuring Marketing ROI

Using our checklist, the most common mistake made is when the lifecycle of the marketing strategy is incorrectly compared to the results. Oftentimes we judge the effectiveness of the strategy too early. Take social media, for example; the target audience and the type of content being produced can affect how long it may take to see progress. Generally, any social media account doesn’t see significant growth until six months to a year later. On the other hand, SEO ads can start generating results within the first week they’re active, depending on how they are managed, and the budget allotted to this tactic.

This may seem elementary, but some marketing campaigns are measured incorrectly because they don’t have smart goals. If your goals are not easily measurable, you won’t be able to determine your ROI at all. Determining which metric is most important to you is crucial before the strategy can be developed and measured.

Knowing When to Adapt to Increase Your ROI

Marketers frequently fall into the simple trap of failing to adapt their strategy, costing them a lot of time and money. If you are not monitoring and analyzing how your audiences engage and perceive your marketing, you will never know how to best adapt your strategy. New trends manifest every day across a multitude of platforms. Understanding where trends are coming from on social media, knowing how to leverage them, and having the flexibility to jump from one to the next is key to social media marketing.

As a brand, if you are not prepared to adapt your messaging to align with your target audience, expect to see serious reputational and financial consequences. Airbnb leveraged the effects of the pandemic despite travel bans and lockdowns; they shifted their messaging to align globally and launched a campaign on all their platforms. The marketing campaign included a video about “the magical experiences that hosts bring to guests.” Airbnb reported engagement of over 3 million people worldwide, and one of their videos from this campaign has over 3.5 million views. This helped Airbnb garner a huge ROI once travel bans and lockdowns were lifted.

Forbes noted the pandemic pushed many brands to revise their marketing strategies by implementing elements that “respected the moment in creative execution, offered tangible help and value related to your product, and a localized targeting strategy.” If your audience notices you aren’t adapting to their needs or don’t care about what’s important to them, you can expect to see a large decline in engagement. To avoid this and maintain brand loyalty, you’ll need to strategically consider how to adapt – changing your messaging, updating your values, being transparent, or supporting a cause that wasn’t relevant until now.

Understanding the nuances of measuring marketing is required if you want to avoid throwing money at the proverbial wall and hope that something sticks. Marketing is frequently seen as a service that’s nice to have — not something that’s essential — but most businesses don’t grow without marketing, so staying educated on marketing strategies, lingo, and how it’s measured is vital.

A lot of marketing problems can be cured or avoided with smart research and planning. The important thing is keeping a pulse on your strategy and your audience, as staying informed on both will ensure you maintain an effective marketing campaign in the future.

The author of this article is a marketing expert and co-founder of Bowery Boost, Fulya Uygun. 

Tags: Contributed Contentmarketing ROImarketing strategy
Advertisement Banner

RELATED POSTS

B2C

Outsourcing Customer Service Delivers Loyalty and Customer Satisfaction

March 29, 2023
Contributed Articles

What Google Announcement of Bard Means for the AI Space

March 24, 2023
Contributed Articles

How Can Snapchat Compete in the Age of Modern Digital Advertising?

March 10, 2023

TRENDING NOW

  • Three Ways Generative AI Can Help Marketers & Publishers

    509 shares
    Share 204 Tweet 127
  • How Customer Trends are Shaping the Automotive Industry

    905 shares
    Share 362 Tweet 226
  • Spreading the Power of Optimism with David Oksman of Life is good

    530 shares
    Share 212 Tweet 133
  • Brands Identify Target Audiences with AI Tools to Create Personalized, Relevant Campaigns

    587 shares
    Share 235 Tweet 147
  • What Google Announcement of Bard Means for the AI Space

    494 shares
    Share 198 Tweet 124

CONNECT WITH US

BECOME AN INSIDER

Get Modern Marketing Today news and updates in your inbox.

Strategic Communications Group is a digital media company that helps business-to-business marketers drive customer demand through content marketing, content syndication, and lead identification.

Related Communities

Financial Technology Today
Future Healthcare Today
Government Technology Insider
Retail Technology Insider
Today’s Modern Educator

Quick Links

  • Home
  • About
  • Contact Us

Become a Sponsor

Modern Marketing Today offers content and advertising sponsorships to leading technology solution and service providers. Interested in becoming a sponsor? Contact us!

© 2023 Strategic Communications Group, Inc.
Privacy Policy      |      Terms of Service

No Result
View All Result
  • Home
  • About Modern Marketing Today
  • B2B
  • B2G
  • B2C
  • Categories
    • Digital Transformation
    • Customer Journey
    • The Experts
    • Martech Innovation
    • Events
  • Contact Us