If you work in digital, you’re probably getting a bit tired of the ROI question by now. We are all tasked with justifying our pitches and projects with proving where the ROI lies directly. We need to show that whatever ad, video or app we run, directly leads to X number of sales online, or X number of conversions.
However, we’ve all been making a huge mistake. We (marketers, brands, agencies) have assumed that because you ‘can’ buy online, whatever you run online ‘should’ lead to direct sales. TV never had this problem because you could never get into the TV to buy the product. Billboards, radio ads, cover-wraps, inserts, advertorials all never had this problem for the same reason.
Since it’s physically possible to buy from the place that you’re running your digital campaign, we’ve assumed that this is how we judge success. That’s where we’ve gone wrong, and where we will keep going wrong. We’ve thought that because you can just be a click away from buying a product or converting on a website, if users don’t do that straight away, it’s a failure. So the ‘trust’ remains in costly methods such as TV, which will never be expected to prove this because they can’t. Read the rest of this entry »
48 % of Sales People never follow up with a prospect
25% of Sales People make a second contact and stop
12% of Sales People only make three contacts and stop
Only 10% of Sales People make more than three contacts
2% of sales are made on the first contact
3% of sales are made on the second contact
5% of sales are made on the third contact
10% of sales are made on the fourth contact
80% of sales are made on the fifth to twelfth contact
In a down economy, marketing departments are among the first to see lay-offs. If you’re laid off and about to be, I think you have a great opportunity to pursue those passions you’ve always pushed into the background. If you could pursue a dream, and you were guaranteed success, what would it be?
One of my favorite sayings is, “Clarity, clarity, clarity. And when you think you have enough; go get some more”. If you’ve lost your job, I encourage you to grieve deeply for a period of time, and then to move into the solution. The solution for me always begins with a self-inventory. That inventory should result in three columns:
1. Personal assets or strengths. Work to maximize these.
2. Personal weaknesses or challenges. Find way’s to manage these.
3. Contrary actions. What would you do differently, based on your performance at your previous job, to become a better employee?
The inventory work I suggest takes self-honesty and courage. But the rewards are great. Take that list of contrary actions, print it out and tape it to your door so that you see it every day. It will help to make the small business which is you, run more efficiently and effectively. Remember that your future isn’t in a job. Your future is in you.
Mr. Antisdel mentioned yesterday that we’re missing an important category in eBizine…Strategy. Or more specifically strategy as it relates to the Internet as a marketplace.
In an e-mail exchange Stephen wrote, “this is the essential starting point for all of our client engagements. WorkingPerson.com, www.workingperson.com, is our case-study client that illustrates the importance and potential of great strategy and execution: Inc 500 this year; Internet Retailer Top 50; Hot 100 Best Web Sites, etc, etc.”
He’s offered to share his thoughts with us in an interview which will be published sometime in the future. In preparation for that we thought we’d take this opportunity to give you an opportunity to learn more about Mr. Antisdel.
Stephen Antisdel is the managing director of AVID Commerce, LLC, an e-commerce technology, strategy and marketing firm. He leads the company’s strategic consultancy and is a co-developer of the firm’s AVID Commerce technologies.