Once all that hard work is in, how does a company track results and ensure a campaign is working?
Terry warned it is critical that tracking tools are set up to measure results.
"Apart from analyzing sales data and tying it to response activity, one of the best ways to track campaign results is to drive respondents to a website, microsite or personalized URL. Once there, we can use powerful tools, such as Google Analytics, to measure site behavior against the goals we established for the campaign," Terry said. "By setting up marketing dashboards, we can track responses from all the elements of our campaign, including e-mail, social media, banner ads, traditional ads, SEO/SEM, QR codes, etc. More advanced tool capabilities even allow us to trace sales transactions to campaigns and keywords, providing ROI reporting that gives us valuable information for current and future campaigns."