How effective is your content at producing measurable results?
Measuring traffic, eyeballs, footfalls, etc., is on a lot of people's minds these days. But if you've read this blog much at all, you know that for me, and for most business people, the bottom line is the bottom line: How effective is your DS or DOOH at producing measurable results, SALES results?
If your content is not currently featuring trackable propositions, it is underutilized. This is the holy grail, people! Your product, producing measurable sales, revenue, and profit, is the ultimate justification for the existence of our medium! I think there are few with more potential, that still remain so underachieving.
I'm not sure why that is, but it is borderline criminal. This is where it's at. Making money. When you can demonstrate measurable sales results via your product, for your clients, YOU WIN!!! No matter what that client does, when you have tracked, proven sales results, nothing they can do can take that away from you. It is success incarnate.
Strategize unique selling propositions (USP) dedicated to your medium only. Make sure the measurement mechanism is firmly in place and that you have access to that information. That is power, the ultimate justification for your product. Start now, to make your systems accountable. You will never regret it. And you will make more money. The window of opportunity is here.