As a business owner, it's imperative to understand that your financial metrics are inextricably linked to your marketing capacity.
In fact, a good marketing strategy can level the playing field and help small to medium-sized tapping services scale their visibility with consumers. What small companies lack in resources, they can make up for in marketing intelligence and expertise.
Many marketing techniques are easy to evaluate. Direct mail can be evaluated by tallying the cost of inputs (e.g. a premium mailing list, printing, postage, etc.) and measuring the number of customer responses you receive from the campaign. But how do you go about measuring your brand's marketing footprint in geographic and demographic sectors? Fortunately, media monitoring has the ability to give your tapping service a sense of market presence and other variables that are difficult to quantify. Even more importantly, media monitoring can alert you to negative commentary early, giving you the opportunity to counter negative mentions with more accurate and more positive messaging.
You've seen the contest concept in action, even if it wasn't used in a tapping service. Although a contest won't automatically translate into higher revenue, it can be a strategic component of a comprehensive marketing plan. Even good contests carry risks, namely the possibility that your business will be dogged by allegations of unfair prize awards. That's why tapping services invest time and resources to create contests they can count on to achieve desired outcomes.
The PR and marketing community has embraced technology with open arms, transforming basic marketing concepts into sophisticated, tech-driven systems and solutions. One of the things that needs to be considered by tapping services tends to be a search for news to leverage technology to scale up the organization's promotional firepower. If possible, business owners should gravitate toward technologies that deliver greater ROI than traditional marketing channels.
Ready to learn more? You may find these additional resources to be of interest.
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