Measuring Your Marketing Efforts — Business marketing , economics , frequency , lebanon , marketing , marketing concept , marketing effectiveness , marketing in lebanon , marketing measure , marketing strategy , metrics , Offline Marketing , Offline Marketing - , Only in Lebanon , reach , return on investment , sales vs marketing — Marketing in Lebanon
Monday, August 4, 2008

Measuring Your Marketing Efforts

I have been reading about economics in relation to marketing. In general, the marketing effectiveness is measured as a relation between the marketing budget invested and the sales returns. The formula is simple MR=MC.

Sounds logical? Maybe, but it isn't quite so.

Marketing efficiency depends on the marketing campaign's success. A marketing budget is only relative to the marketing costs (graphic designer, medium, marketing research... etc) which in their turn change under different settings. Meaning? The same marketing budget can be translated in campaigns of different sizes, depending on the market costs. Thus, a marketing budget is irrelevant in the calculation of marketing efficiency.

Moreover, sales in $ is not representative of the response to the marketing efforts. The same amount, let's suppose $3,000 of total sales, can be a sale of 3 products of a value of $1,000 each or 300 goods costing $30 each. Moreover, the profit margin on the products can be different; thus looking at the sales profit makes things even more complicated.

The real criteria that one needs to look into are frequency and reach of the campaign...

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