Cut costs, not corners -- track and react to digital users for free
In a mentality where businesses are advised to spend every dollar like it's their last, metrics become increasingly important to justify scarce resources. But in the perfect Catch-22, companies are spending less on marketing budgets, making it harder to track the success of their digital channel. Many organizations lack the funds to implement a tool such as Omniture, or hire an analyst to parse the relevant data. However, free tools enable marketers to keep tabs not only on how their site is performing, but what sorts of things are being said about them across other digital media for free.
For example, Google Analytics provides tools for site owners to tag and track traffic, referrals, and segmentation data. A valuable tool for tracking competitors, Alexa provides demographic information on the end users visiting any site. Keep in mind though that these solutions aren't perfect. While the suite is comprehensive and the price is unbeatable, Google has its detractors, including those who argue it has built in shortcomings. It is important to note that Alexa relies on a subset of the web's user base, as the system relies on a voluntary end user install.
Gleaning free insights from the digital channel does not stop at the web, however. It is possible to get a feel for how a brand is performing in blogger buzz through tools like Technorati or Blogpulse. While this isn't the same as having a fully trained staff and all the tools in place, it is better than nothing and provides vital information. This information can frequently be actionable, or create better touchpoints with the client.
As Twitter gains in popularity, brands are beginning to use the tool to gauge consumer sentiment and respond quickly on an individual basis. Take JetBlue, which uses Tweetscan to keep an eye on when its name pops up in the streams, so they can interact with clients on an as-needed basis. This innovative tool helps JetBlue reinforce their friendly, approachable brand persona, and helps them leapfrog from the traditional image of a monolithic, unresponsive airline.
Analyze your approach
All too often, stakeholders focus on the end results -- without thinking of the means to get there -- or rigorously apply a strict metholodgy with no analysis or forethought. While the development of an online campaign requires specific steps from start to finish, there are no rules around how the work should be conducted. Stop for a moment and think about the team, the goals, and the constraints. Chances are there are ways to inject creativity into the process, and inspire the team to foster big ideas. These range from the very tactical to the highly strategic.
One useful tactic, for example, is to have participants in a brainstorming session write ideas instead of blurting them out. This approach not only encourages a greater number of responses, but minimizes the likelihood of stale groupthink. On a strategic level, changes can be made to the entire project process, to add more collaboration or open thinking into the process. At Molecular, we will perform creative imagining sessions with key stakeholders and larger audiences to inspire great ideas and drive enthusiasm for a project. Carefully timed to coincide with the completion of data gathering, they are designed to drive a little creative analysis of desired approaches and outcomes. The output from this work leads clients to identify new opportunities and means to achieve success.
Conclusion
Economic times are rough, and it does not look like they are going to get better in the next few quarters. Marketers must respond to this situation quickly and decisively, to stay on top of the challenges and changes. Innovation is core to survival, but funds are scarce. Fortunately, there are ways to make substantial, meaningful progress without dropping a bundle of cash. Think about what innovation truly is -- there is room for big change without redoing everything from the start. Look past the current business constraints and think about how to apply strengths in new places. Search for ways to lower overhead, such as free tools to track digital performance. Finally, remember that innovation happens from the very start to the very end of the project. Imbue the fabric of every day with room for creative thought, and plan the project to remove constraints and encourage creativity.
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Evan Gerber is a principal consultant, experience design, Molecular.
