Fusion Marketing – Basics of Marketing Campaign Tracking

In order to begin Fusion Marketing techniques you need to create a baseline, which means testing your product or service in the most viable channels available to you. However, that testing will not amount to any learning if you can not track performance. There are some basic techniques you can use to ensure your marketing campaigns are tracked properly.

Different marketing channels require different tracking methods. The hardest channel to track might be television because it can have an effect on all other channels. So this must be taken into consideration when you run television ads at the same time you begin other campaigns (direct mail, online banner ad buys or search marketing). Offers on different channels help you track volume and put the responsibility on the consumer to remember the special discount or offer.

Here is a short list with the most popular marketing channels and common ways to track campaign performance, and for many channels, all or some of the tracking mentioned.

Television: Track using a unique 800 number, a unique page on your website (xxx.com/tv) along with a short survey on your actual site. When consumers log onto your site, and fill out a form, or submit any type of information, try to create a short survey that asks where they heard of your site or product from. This may help you attribute site volume or lead to a specific channel.
Online and Search: Online and search are by far the best channels in tracking. Utilizing URLs that pass through marketing codes you come up with can help you determine where they saw your ad, and which ad seems to be bringing in the most volume for you. Creating marketing codes helps you differentiate placements and all these can be seen in your daily visitor web logs. Cookies can help capture user behavior that may give you insight into URLs they visited prior to actually transacting.
Direct Mail: Using a unique 800 number, a unique page on your site and a perforated form they can mail in often helps in tracking performance. Giving them options to fill in forms via the web also helps. Convenience is the key in direct mail response. The more options you give the consumer to respond, the higher your response may be.
Email: Email uses the same techniques as online and search marketing. Creating an HTML template that contains several clickable items is great, however each of those links should have their own unique code. That way you will be able to determine volume coming in from email along with what link actually brought them to your site. Consider coming up with a clever format that involves a four or six character code, the first code telling you the major campaign you used, the second code letting you know the date the campaign was sent out and the third letting you know what exact link they came from and so on.
Radio: Track using a unique 800 number that easy to remember, or a simple easy to remember website address. This address may even be a simple one you buy that redirects to your original site. Mentioning the radio station to get a special discount or special services can also help.

Testing to ensure all links work properly is key to ensuring results can be read and analyzed. Once you are able to create a procedure and process used to track campaigns, it becomes very simple to do some simple number crunching and find out which campaigns are doing well.

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