Marketing

The answer is sales. More customers. Or if we are a government body, people acting on what we have to say, and not just liking and sharing.

A like on Facebook does not equal business. Sure enough a like or share on a digital platform can result in a sale when the right person responds to your promotion but why should likes alone be a valid KPI (Key Performance Indicator)?

I was talking to a member of the communications team of a local government council in South Australia a while ago and they were proud of some photos of a Harmony Day event they’d taken. Apparently one of them had over 30 organic likes on Facebook and 4 shares. Would any business owner in the right mind think that likes and shares of photos of their sales team is a good ROI (return on investment) for what they are paying a Generation Y or Generation Z marketer to do?

Sure enough, new marketers (and even well established business operators) think that being up with the latest shiny digital platforms is where they need to be, but I think they are missing so many strategic aspects of marketing that can help them do so much better, and deliver quantifiable results for their business/employer.