marketing metrics to marketing magic

 

mission & vision

Our mission is to align the best creative with the right technology to help clients prosper.

Our vision is better marketing.

integrating technology and tactics

The battle between data driven decisions that follow the metrics and differentiation through creativity rages every day. For many marketers caught up in the struggle of art versus science, "What if?" has been surpassed by "How to". When marketing defaults to a binary choice, the connection that is the basis of customer relationships gets short-circuited by off-target messaging — or even worse  — missed connectivity between outbound campaign messaging and inbound revenue development. Either way, marketing suffers. Lost in the scuffle is the simple fact that you need both to succeed.

Many companies struggle to have a clear digital strategy aligned with the core objectives and value proposition of the business. Lack of clarity in marketing means that you probably don't have clear goals for digital marketing or the right Key Performance Indicators to measure how well it's working for you. The search for a reliable and effective mix of media and message has made some marketers act more like bookkeepers than idea merchants. Although this transactional fixation may look good on today's books, it can disconnect the customer from long-term brand value.

Underscoring the concern is that you may be investing in the wrong tactics, enabling your competitors to get further ahead. It takes focus to integrate brand strategy with the right marketing technology but the rewards of rapid and effective implementation, with better control and reduced long-term expense make the effort well worth it.

marketing is all about technology.

Marketing technology offers cost-effective new ways to grow your business using cloud services that can be scaled quickly to avoid high capital expense. Thousands of competing solutions make choosing the right martech stack is a challenge.  It must do more than manage data, distribute reports and enable internal  communications. Technology is the operations hub in the customer lifecycle: acquisition, conversion and retention.

inbound marketing

earning attention organically

Lower average cost to acquire a new customer

• Account for 90% of Web clicks

• Driven by creativity, effort and technology

Content Creation & Marketing

Thought Leadership

Influencer Outreach/Community Building

Video Content

SEO and PPC

Opt-in Email Marketing

Authoring Books/White Papers/Blogging

Event Support & Sponsorship

Press and Public Relations

Public Speaking

Earned Social Media

Word of Mouth & Viral Marketing

marketing is all about ideas.

Many iterations of on-line advertising are as primitive as skywriting and about as effective. When marketing content is annoying,  dull or inane, the best to hope for is that it goes unnoticed. Worst case: prospects are turned off when the message is poorly conceived, poorly placed or poorly timed. People respond to strong ideas that align with their needs, so logical buying decisions that appear pragmatic  reassure that you're making the right choice.

outbound marketing

Interrupting in order to get attention

• Higher average cost for customer acquisition

• Account for 12% of Web clicks

• Driven by impact, reach and frequency

  TV, Radio and Print Ads

  Direct Mail

  Billboards & Outdoor Ads

  In Store POP/OOH

  Trade Show Booths

  Press Releases

  Paid/Rented Email Lists

  Outbound Sales Calls

  Banner & Display Ads

  Pop-Ups, Pop-Unders, Interstitials

  Most Social Media Advertising

combining technology and tactics to optimize your marketing stack

Making good business decisions starts with knowing your costs and controlling them. But that can't be your only guide. Among the many ways to measure a marketing campaign, most common is to look at the cost of acquiring a new customer. Applying the right analytic tools to get those metrics can make or break a campaign.

When success demands that you differentiate, innovate and disrupt, then ideas have to lead the way. You have to experiment—even take chances to connect with your customer at a level that metrics alone can't predict.  Because results matter more than anything, successful marketers have always tested messaging and media relentlessly. Today the search is about how to combine creativity with technology.

bringing it all together

Alignment of technology and creativity will make your marketing work harder and your business prosper. Within our framework of OPPORTUNITY MAPPING, we can help you examine your current methods; explore the latest innovations; define the right applications for your marketing technology stack; and structure a long-term plan to deploy technology to support your marketing and customer communications needs.

We deliver strategy that works, brands that people want, and creative that matters. Let's start the conversation.

Call Gerard Cavanaugh 610 639 4485 or email to gvc@cavacom.cc

 

 

 © Copyright 2018 Cavanaugh Communications, Inc.

gvc@cavacom.cc

 

Among the many ways to measure a marketing campaign, most common is to look at the cost of acquiring a new customer. Applying the right analytic tools to get those metrics can make or break a campaign.

The battle between data driven decisions that follow the metrics and differentiation through creativity rages every day.