“I need my phone to be ringing.”
“We need to get the customers into our store.”
“How do I know what we are doing is working?”
Have you ever said this in a staff meeting or a meeting with your marketing department? The real goal of any advertising campaign is to increase business. Agreed? But how do we separate the television commercial that promotes a one-day sale in the hopes of driving people in the door from a digital campaign that gradually works people down the lead generation funnel or builds your online reputation?