The Importance of Evaluating Marketing

The intangible benefits of a marketing strategy:

• Improving and boosting brand awareness
• Educate customers about the offer and strengthen the relationship with stakeholders

The objectives routes must be measurable and applicable to all marketing tasks carried out, in a set of diverse methodologies used by organizations.

The performance metrics Marketing or other indicators are useful not only for marketing professionals but also for the rest of the management team, allowing them to assess how marketing impacts on the business. This is particularly important since the marketing budget is one of the first elements to be reduced in times of economic uncertainty.

As the marketers face more pressure to demonstrate results from their actions, metrics help to measure the relationship between marketing investment and profits achieved. They also show how marketing contributes to and complements initiatives in other areas of the organization, such as sales and customer contact.

At the same time evaluate and regulate performance marketing makes it possible to monitor progress against the annual objectives set, to identify which areas of the marketing mix need to be modified or improved and to ensure that the offer provided meets customer needs and stakeholders.

Establishing performance metrics is an essential step in helping brands satisfy their audience, establish a recognizable and clear image, be proactive in the market and fully incorporate marketing into the organization's overall business strategy.