Tracking Advertising

Tracking Advertising

Tracking Advertising

Tracking Your Advertising.

We've all heard versions of the quote "Half of what I spend on advertising is wasted. The trouble is, I don't know which half."

I thought the originator of this famous saying was James Cash Penney, but I couldn't find who really was the person who first said this.

But whoever it was, he expressed the dilemma of his marketing succinctly: I'm wasting money advertising, but I have to advertise.

How can you track advertising? Old-time mail order marketers used to add a department to the address people sent orders to, as in Acme Company, Dept. 2010, 100 E Main Street, Anytown, NY.

Another way to track is to put an instruction to callers, such as "Ask for George," or "Mention you heard this on The Farm Report."

A more modern way to track is to have separate telephone numbers for each advertising medium used, so that each phone call received can be linked to a particular ad.

One of the newest ways to track is to ask the people viewing the ad to text a keyword to number that the business has set up. The keyword can be tied to a specific ad, and the response to that ad is then measured. For instance, a pizza parlor could run an ad that says "Text 'pizza' to 77777 to get a free pizza." Your provider will furnish a report showing the number of texts received.

The advantage of using text messaging is that by texting, the caller has given the business permission to send marketing messages to his or her phone in the future. The caller is now a highly targeted prospect who identified himself as being interested in the business' products or services. He or she is much more likely to buy, and, as a business person, you'll be able to craft specific messages directly to your prospect automatically, or as desired, in a specific promotion.

Tracking isn't done much in small businesses, because the old methods of tracking meant somebody had to actually keep track of the different responses and record them. Phone and text systems can capture prospect information automatically, making tracking more reliable. As advertising continues to shift to the internet and mobile devices, tracking the effectiveness of your ads will be much easier.

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