Measuring Success
“You can’t manage what you can’t measure.” (Peter Drucker)
On a number of blogs I have written over the last few years, I have mentioned one huge benefit of advertising online and that is accountability and the fact that transparency can be seen as a huge advantage to the marketing team.
Having the ability to track or getting feedback from your ads is critical. Other advertising forms can be hard to track; using display ads means you can receive weekly or even daily updates. This kind of information tells you whether your advertising/marketing effort is succeeding or you need to tweak it. Feedback reports can guide you to better strategies and more successful marketing.
Experienced marketers say that one of the greatest benefits of online advertising is its measurability and the information it provides about your audience. It is a win-win situation, you can learn about your visitors while they are getting to know you. This means you are getting instant input about the effectiveness of your campaigns which can then be quickly modified to increase conversions and sales.
Online marketing is wildly more measurable than offline marketing but it is still marketing, as we are all aware humans are complicated and unpredictable, I just think it appeals to the marketer’s brain and budget constraints that there is a huge benefit to receiving reports and statistics to show for their marketing spend.
We have just returned from the BDIA Dental Showcase, it was great to catch up and chat with a range of people in the Dental family. When it came to the subject of online marketing, they kept coming back to accountability and the fact that since they had embraced digital advertising; they were increasingly getting a better idea of which campaigns worked and which media platforms to use.
It is still too early to make a final judgement but I believe the appeal of greater measurability and accountability in online marketing is beginning to pick up further support from the dental marketing community. What do you think? Is it true that you cant manage what you can't measure? Look forward to hearing your thoughts.
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GDPUK Ltd announces sale of intellectual property to leading publisher Cogora Group
GDPUK Ltd today announces the sale of its intellectual property assets to Cogora Group, one of the UK's leading publishers of healthcare brands, events and educational platforms.
The decision to sell GDPUK’s intellectual property forms part of a considered transition to ensure the long‑term stewardship and development of the brand and associated assets. Cogora brings a wealth of experience and expertise to support the continued evolution of the dentistry brand within its wide portfolio of market-leading healthcare publications. Its award-winning titles include Pulse, a long‑standing and widely recognised source of political news and clinical education for GPs, Nursing in Practice, Management in Practice, The Pharmacist, Pulse PCN and Healthcare Leader, as well as two secondary care publications – Hospital Healthcare Europe and Hospital Pharmacy Europe. The purchase will cement Cogora as the biggest publisher of primary care titles in the UK and allow it to bring its expertise in providing news, analysis, opinion and groundbreaking stories to GDPUK, as well as continue giving dentists and dental staff a voice through its website.
“After careful consideration, we believe that Cogora is well positioned to take GDPUK’s intellectual property forward,” said Tony Jacobs, founder, editor and publisher of GDPUK.com . “This transaction provides continuity for the professional community associated with GDPUK and creates opportunities for future growth under experienced ownership.”
Tony will continue involvement in GDPUK on a consulting basis.
GDPUK Ltd has worked to ensure an orderly transfer of the intellectual property and wishes Cogora every success in its future development.