With New Online Marketing Tools, Interpretation is King

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Those responsible for promoting their company websites are often bombarded with new software products with seemingly limitless capabilities and endless reporting tools. Yet, is all the new software in the world enough to achieve marketing success?

It seems that a week doesn't pass without a new product coming onto the market to help marketeers overcome the challenges associated with getting more from their websites. Even today, I was reliably informed by a sales person that their product was 2 years ahead of their competition and was being taken up by large PR consultancies. The problem was that the USP that they had was something that has been available in other products - including our own AgoraEye - for a number of years. So much for uniqueness.

The problem, of course, is that we are all living in a time limited world.

Sometimes it is just too much effort to check up on the claims that someone is making - particularly if they turn up with glossy brochures, and seem to speak authoritatively. A solution to this little quandary might be to ask the sales person how they are going to help you understand the results that the latest marketing tool is going to generate. In other words, see how they respond when you ask 'what do the graphs actually mean'?

Maybe it is not enough to have a beautiful graph, if you can't understand how to make the results it describes move in the right direction - to get more visitors converted into contacts, for example. Perhaps information is not enough. At Box of Blue, we believe that knowledge is the art of converting information into something that changes the world - your world and that of your customers.

Interpretation is king.
Understanding the interactions that your new marketing tool is generating will give you the power to make your marketing world better.

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