Success factors in Promotion
Promotion campaigns are not about winning awards for creative, building the flashiest websites, gaming Google for higher rankings, generating mounds of media coverage, or negotiating the lowest cost per thousand (CPM) in order to interrupt the largest audience.
The job of a marketing/promotion agency is to produce results that impact the bottom line. It’s that simple.
Although traditional marketing firms rely on impressions, reach, advertising equivalency, PR value, and other arbitrary measurements of success, marketing firms now have the ability to consistently produce more meaningful outcomes— inbound links, search engine rankings, click-through rates, website traffic, landing page conversions, content downloads, blog subscribers, and leads—that can be tracked in real time and directly correlated to sales.
These success factors are how firms should and will be judged.