Benchmarking

One thing that drew me into the world of digital marketing, and remains one of the drivers of this area for all marketers, is the ability to see exactly what is working in realtime. Gone are the days when you would simply have an idea that something might work with your target audience and then pump some budget into a pretty design, buy a billboard for a week or hire a poor chap wearing a sandwich board to walk around town with your message on his chest. Now we can activate and evaluate within the time it takes to glance at a Google Analytics or Facebook Insights report and either edit, stop or adjust budget accordingly. The immediacy and transparency is fantastic and perhaps even makes you question why people might still spend so much on the dark arts of mass marketing on TV channels. Perhaps.

But it all starts from a level playing field. We specialise in benchmarking and auditing your existing communications against the industry and direct competitors, then optimising your efforts and focusing your resources directly at your business objectives. At the end of the day if your marketing doesn’t answer your business needs, it is irrelevant fluff.

Playing Around

A brief update:

There is some key research ongoing in the Ashton x Ashton offices at the moment, involving the effects of gamification on outcomes. So far it seems that a call to action incorporating gaming elements have a positive effect on a broad base, not just self-identified “gamers”.

More details to follow when the survey is complete.

Before You Go on Vacation…

Unfortunately, we are not revealing an exciting new holiday spot, fantastic prices on airfares or unveiling newly discovered cultural delights. We are however giving a brief overview on the benefits of proper planning before getting on the plane.

Here at Ashton x Ashton, we always seek to deliver actionable consultancy. By getting to know you and your business requirements, most importantly your goals and objectives, we can generally map out a clear strategy, a journey to get you there. A comfortable but efficient extension of your own team, we are as interested in your financial goals as your marketing because at the end of the day we have to boost your bottom line.

Once goals are established we present our recommendations. These will be highly targeted to meet your specific objectives, in order that they are measurable and we can all see how effective an approach is, then have the humility and agility to adapt as necessary. The best laid plans cannot remain firm and the more flexibility available the better. All details, down to  the last tweet, should be subject to A/B testing in the real world, optimum results noted and actioned with immediate effect.

Perhaps the most important step in our process though is the foundational audit. To start any activity before this is in place is like going on holiday without researching your destination, who your are travelling with, what kind of cuisine is available. The audit allows us to benchmark against your competitors, find the keywords people are using in your industry and assess your existing digital estate. From this point onwards we can make educated steps in the right direction to optimise existing tactics and recommend new ones.

Continuing the holiday metaphor: if you go to the same resort as last year, you’ll get the same photos. But please, send us a postcard when you get there as we would love to hear from you. And next time we will help you pack your suitcase more effectively.