Marketing is viewed by executives at logistics business as an expense, not an investment. To change this perception, marketing measurement must focus on sales results, not activities.
Have you ever been involved in a logistics industry competitive analysis project? This is often a CEO-driven, or even a board-driven, effort to “see how we stack up” and provide data to make strategic decisions.
To measure marketing effectiveness, there are gobs of metrics you can, and should, use – leads, website traffic and conversions, social connections and engagement… the list goes on.
For many years, I worked at an advertising & public relations agency. I was a “suit,” not a “creative.” In other words, I managed the clients and provided input to the art directors and copywriters, who translated this input into ad concepts, slogans and commercials. The magic.