the think tank:
web talk

The truth is out there

One of the most valuable assets any business or individual may possess is their network of contacts, or as we in the marketing world like to call it, their database. In essence it has more value than gold. It generates work, referrals, income and if nurtured correctly, goodwill.

So it's no wonder that companies go to greats lengths to protect their database and grow it. In fact, I've been employed by companies that have bought other businesses and hired new employees for the sole purpose of adding their network of contacts to the existing company database.

Over time, if developed and nurtured correctly, your database will become a saleable commodity.

The question is however, in our busy schedules, how do we keep our databases active, healthy and current?

We are happy to report that the truth is out there...

There are a new breed of bulk email delivery applications that boast a comprehensive range of analytical tools designed to give you accurate information about exactly what your database is doing. When integrated into a well run email campaign, these applications can tell you exactly who opened your email, what links they clicked on, if they went to your website and what they did when they got there.

This information is priceless. It can tell you who is most active, what their interests are, whether or not they need to be personally contacted and who you should be removing.

The facts do not lie.

As a result of well run email campaigns we have seen our clients modify their activities to better utilise, service and grow their database. This is due to the accuracy of the information produced enabling them to make informed business decisions.

At Nucleus Media, we use and promote Nucleus Campaign Manager and have seen it produce tangible results for our clients. If you would like more information about the email campaigns we run and how they can help you and your business, please drop us a line.

if you can't measure it, you can't manage it

Time and time again clients have asked us the question, how do we determine if our advertising is getting results?

Generally this is a very difficult question to answer as the results of advertising are difficult to quantify. Television ads, press advertising, flyers and the like will produce a result. Hopefully the phone will start ringing and customers will buy your product. However, the real question is, how many people have actually seen your ad, considered your product and remembered your brand?

In the past, clients would build response mechanisms into their advertising such as promotions, free offers or incentives. However, this only had limited success and depended on the client making contact with the business. Frankly, most people knew that this would mean opening themselves up to contact, which can be a negative.

The internet however has changed everything.....

On the internet every click is trackable, yet browsers can enjoy the anonymity of visiting your website in privacy with no need to talk to your sales staff. Through your website you can then precisely monitor all their movements, where they came from, what time of the day they visited, and the areas of your website where they spent the most time. This information is incredibly valuable, especially if you can attract your clients to your website as part of your advertising strategy.

What does this practically mean? If you can attract leads to your website via your advertising, you will be able to precisely measure the results.

For example, one of our clients, Patio Innovations, runs press ads in the Melbourne newspaper 'The Herald Sun'. As soon as they do they see a spike in their web visits from Melbourne and can see exactly what percentage of these visits result in leads. For them it has proved that this publication is a good medium to advertise in, because their advertising pays for itself many times over. On the flip side we have other clients who have had us build websites utilising analytical tools which have proven their advertising has not been working.

In short, integrating your website into your advertising strategy will give you the ability to precisely measure the results of your advertising dollar.