Don’t look the wrong way

Dalibor Šumiga Marketing

Metrics, social media posts, reach, digital marketing, analytics, consumer behaviour

In a certain factory at the end of each working day a worker would push a barrel when going home. At the exit of the factory he would be stopped by a security officer with a question: “What do you have in that barrel?”

The worker replied, “A box”

Security guard: “I see it’s a box, but what’s in the box?”

Worker: “Sawdust. There’s a lot of sawdust left every day, and it is useful to me, so I carry it home every day. ”

Metrics, social media posts, reach, digital marketing, analytics, consumer behaviour

And the security guard kept asking him the same question every day, inspected the barrel every day, got the same answer every day, and let it pass every day.

But the whole story was suspicious to him and after a long time, when the worker was coming out of the factory again, the security guard told him: “Listen, I know you’re stealing something, you’re acting suspicious all the time. Let’s make a deal – if you tell me what you’re stealing, I promise you that I’ll forget everything and I won’t report you to anyone, and you will stop stealing. “

The worker said, “Okay, if you don’t give me away, I’ll tell you. I steal barrels every day… ”

If you work in marketing, and if your brand uses digital marketing and even if your company uses “big data”, there’s a good chance that you don’t see that your “barrels” are disappearing because you follow the wrong metrics. 

Metrics, social media posts, reach, digital marketing, analytics, consumer behaviour

If you follow likes, it’s important to know that the research that was conducted in America, and repeated by Promosapiens showed that the correlation between liking and buying is below 1%.

If you keep track of how many awards you’ve received for your creative campaigns, remember that awards aren’t given to you by customers but by the profession, your colleagues. An analysis of the effectiveness of this year’s Cannes Lion winners showed that their efficiency is below the average advertising efficiency (this year’s Cannes Lions score is 2.1 out of a possible 5 where only grades 4 and 5 indicate sales growth of 3 percent or more).

Metrics, social media posts, reach, digital marketing, analytics, consumer behaviour

If you track reach, keep in mind that reach isn’t the success of the creative but of the budget – the bigger the budget, the easier it is to get reach. It’s great if you have big budgets, but it’s not great if the competition also has a big budget because in a fight where budgets are equal, a more efficient and creative campaign will win. It’s hard to explain to the management why the competition is better and you have the same budget without having to tell them openly that you made a mistake somewhere.

So, don’t let the “barrels” disappear in front of your nose just because you were looking in the wrong direction … 

 

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