Marketers Make a Difference – Where is Your Plan?



By Randy Strong
Introduction by Gary Wartik
December 14, 2014

Randy Strong and Neal Cutler of Associate Marketers are new to the Vision Economics Group team. We welcome the firm, based in Newbury Park, CA because they bring to us more than a generation of experience in the marketing and advertising field. This new association is offered in the effort to provide our friends and clients with the most current approaches to keeping current on your market and how best to reach that market. In this edition, Randy Strong offers an introduction to the subject.

In today’s business climate change happens at the speed of light and in no area is this truer than in marketing. A few things marketers have come to understand in the past year: that traditional media can boost results from Internet marketing, the power of targeted and well produced videos, and that content is still king no matter the media or strategy.

Marketers started the year 2014 scrambling to employ social media as part of their campaigns, only to learn that traditional media still provides a higher return on investment. A recent study of 10 brands by Nielsen Catalina Solutions found brands averaged a sales lift of more than $6 for every $1 spent on radio ads – an ROI double that of even the best results from many recent studies of digital or TV media.

At the beginning of 2014 there was still a strong focus on SEO – search engine optimization. It became the watchword and a necessary part of the overall digital strategy. Now, just twelve months later, that strategy is on life support. Today, there is a general consensus that more important than relevant words, continually infusing new content into your digital platform leads to greater recognition and better results.

As we enter 2015, now is a good time to review your overall marketing efforts, looking at the effectiveness of the message and media choices you made in the past year. No matter your marketing strategy or preferences, be sure to “test and measure.” Make changes to any part of your program that is under performing.

Like the year that just passed, we expect to see marketing rapidly evolve during 2015, so make the commitment now to evaluate your marketing efforts and freshen them as needed! For further information, Randy Strong may be contacted through Vision Economics at 805-987-7322, and by email at gw@visioneconomics.net, or directly at 805-499-6312, and by email at marketingstrong@gmail.com.

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