So much has changed in the marketing landscape over the last 12 months. Erin Moore and Kara Moon share how your 2024 marketing scorecards should be adjusted to reflect those changes.
There have been so many industry changes in marketing over the last 12 months from how users are searching, what platforms their using, and how the channels themselves are serving up content. As we grapple with all these changes and its effect on organic traffic, it's important make adjustments to your marketing analytics, whether you keep a weekly scorecard, monthly spreadsheet for stakeholders, and so on.
I sat down with TREW Crewers Erin Moore, Account Director, and Kara Moon, Senior Inbound Marketing Specialist, to talk about how they've updated their tracking and marketing benchmarks for 2024, why those changes were necessary, and best practices for marketing analytics.
We discuss the continued need for differentiated and targeted channel strategy and what tracking for each channel looks like including YouTube, LinkedIn, events, PR, Google advertising, and industry advertising. We also talk about where to get your marketing data: GA4, HubSpot, or each channel individually.
For many marketers, especially those wearing multiple hats in a small or one-person department, it can be tempting to blow off metrics but it's one of the most important marketing tasks. You need to be able to measure and track what you're spending time and money on, as well as make effective behavior changes using those metrics.
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Wendy Covey is a CEO, a technical marketing leader, author of Content Marketing, Engineered, one of The Wall Street Journal’s 10 Most Innovative Entrepreneurs in America, and she holds a Texas fishing record. She resides in a small Hill Country town southwest of Austin, Texas, where she enjoys outdoor adventures with her family.
TREW Marketing is a strategy-first content marketing agency serving B2B companies that target highly technical buyers. With deep experience in the design, embedded, measurement and automation, and software industries, TREW Marketing provides branding, marketing strategy, content development, and digital marketing services to help customers efficiently and effectively achieve business goals.