digital marketing

As with any other project, success in a digital marketing campaign can take some time to gain traction and show results. It’s important to exercise patience with marketing campaigns, as acting hastily can signal the wrong message to consumers. However, in order to monitor progress, a business should be willing to implement a process for reviewing the project and its performance with the understanding that traction can be a time-consuming process.

Understanding how marketing metrics are tracked is one piece of the puzzle. Most marketing professionals understand these principles rather easily, but one skill that should also be paid attention to is that of identifying and analyzing trends.

For example, let’s say that a company begins a marketing campaign for a new fitness tracker with the intent to gain a larger user base and steal some users away from heavy competitors such as FitBit or Apple Watch. These are formidable competitors to go toe to toe with, so the company must have a strategy in place to identify trends, whether positive or negative.

A business that is wanting to entice consumers away from their current device might spend some time creating opportunity for users to move away from their current choice in favor of a new device that offers something the others don’t. Perhaps the new device has more community offerings or is more user-friendly for athletes who pursue specific sports. Identifying the right segment of the market to target will help define these metrics and more clearly identify trends in consumer behavior.

But this type of campaign can take time, and this is something that marketers must understand. If a campaign underperforms in its first month, it isn’t necessarily indicative of disaster. Instead, some minor adjustments may be needed. By closely looking at the results of the campaign periodically and adjusting it based on the trends identified, there may be more momentum to be gained.

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Another argument against pulling the plug on campaigns too quickly is the fact that consumers may get the wrong message from this type of action. Consumers like to see brands with staying power. This builds loyalty and trust, which are two key elements of any successful brand-customer relationship. Approaching marketing from this perspective may help tamper down any instinct to act too quickly or rashly.

Marketing success takes time. In today’s age of instant gratification and waning patience, this can be challenging. When a campaign takes some time to gain some momentum, it’s frustrating for marketers who have worked hard to bring the campaign to life. However, with a willingness to analyze data and identify trends, not every underperforming campaign is a disaster waiting to happen. Rather, patience often pays off in spades when a brand puts in the work needed to build up customer relations and have a strong reputation in the market.

Taking the time to focus on other key elements of success such as customer service can also help a marketing campaign get its legs. Remember, marketing is not a one-stop shop for success. All facets of the business must be working well in order to maintain a strong reputation — and all of these details add up to a lot of time spent to make sure any project is a success.

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Ronn Torossian is the Founder & Chairman of 5W Public Relations, one of the largest independently owned PR firms in the United States. Since founding 5WPR in 2003, he has led the company's growth and vision, with the agency earning accolades including being named a Top 50 Global PR Agency by PRovoke Media, a top three NYC PR agency by O'Dwyers, one of Inc. Magazine's Best Workplaces and being awarded multiple American Business Awards, including a Stevie Award for PR Agency of the Year. With over 25 years of experience crafting and executing powerful narratives, Torossian is one of America's most prolific and well-respected public relations executives. Throughout his career he has advised leading and high-growth businesses, organizations, leaders and boards across corporate, technology and consumer industries. Torossian is known as one of the country's foremost experts on crisis communications. He has lectured on crisis PR at Harvard Business School, appears regularly in the media and has authored two editions of his book, "For Immediate Release: Shape Minds, Build Brands, and Deliver Results With Game-Changing Public Relations," which is an industry best-seller. Torossian's strategic, resourceful approach has been recognized with numerous awards including being named the Stevie American Business Awards Entrepreneur of the Year, the American Business Awards PR Executive of the Year, twice over, an Ernst & Young Entrepreneur of the Year semi-finalist, a Top Crisis Communications Professional by Business Insider, Metropolitan Magazine's Most Influential New Yorker, and a recipient of Crain's New York Most Notable in Marketing & PR. Outside of 5W, Torossian serves as a business advisor to and investor in multiple early stage businesses across the media, B2B and B2C landscape. Torossian is the proud father of two daughters. He is an active member of the Young Presidents Organization (YPO) and a board member of multiple not for profit organizations.