Measurable Marketing

Brief History

The presence of marketing can be traced back to many ancient civilizations. Ancient Roman and Greek civilizations actively participated in marketing activities. While persuasive speech at markets and hand-carved advertisements may have not been known as marketing at the time. Understanding modern-day marketing in today’s context allows us to see the direct correlation from a time past. 

The concept of marketing as we understand it today can be traced to the 1960s. During this time, commonly known as the Mad Men Era, quality products were abundant. The need to differentiate itself from the competition led many companies to invest in branding and marketing. Print ads, billboards, t.v. commercials all fall into the category of traditional marketing. 

Traditional Marketing 

We’ve all seen at least a print ad or a t.v. commercial or even a billboard that has resonated with us. On a personal level, Nike’s ‘Winner Stays‘ for the 2014 World Cup will always hold a special place in my heart. It featured all my favorite soccer superstars including Cristiano Ronaldo and Zlatan Ibrahimović. It turned the relatability of a simple pick-up game with friends and turned the practice of pretending to be your favorite player on the pitch into reality. 

It’s somewhat obvious how these efforts create brand equity. There’s a lot of value in traditional marketing efforts; creating brand equity, capturing new audiences, etc. But where it falls short, it’s the inability to measure effectiveness accurately. How do you measure if a billboard created concrete conversions? It’s a tough task. That’s where digital marketing becomes a more effective choice.

Digital Marketing 

Digital marketing has come a long way since the term was first used in the 1990s. In simple form, digital marketing takes many of the same concepts used within traditional marketing and applies them to digital platforms. Of course, new methods and concepts have emerged from a shift in mediums, but at its core marketing is marketing, whether traditional or digital. 

Where digital has the upper hand is in the ability to track and measure outcomes. Knowing that your digital ad directly produced thousands of sales allows you to make wiser decisions when it comes to budgets. On the opposite end of the spectrum, knowing that your website is lacking in visitors because of poor SEO also allows you to make better decisions. If concrete numbers matter to you and your business, then digital marketing is for you. 

The complexity of digital marketing starts where the tangible work begins. We know that website traffic matters, conversions matter, and that strong keyword visibility is important. Understanding the systems by which you can improve these measurable goals is the hard part. Luckily, this is where the likes of Tribu step in. By no means are we saying traditional marketing is dead, but we know unique goals deserve the proper tools.

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