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Tracking and Managing Your Digital Spend. A Lesson in ROI
Bill Schroeder
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You cannot manage what you do not measure
We’ve all heard the adage, but how many of us actually practice the principles of tracking and managing the numbers that should drive our efforts. My experience says not many. This session will explore how successful practices leverage the digital metrics available to manage their online marketing efforts.
Set reasonable expectations
Being reasonable about your goals and expectations could, in fact, be one of the most important aspects of setting up a digital marketing program. All too often practices set upon a marketing journey with lofty expectations that are impossible to track or achieve. Practice employees jump on the program band wagon but are left feeling as if they failed when the program does not meet the expectations that were set and eventually the practice abandons the marketing medium because it “does not work.” Try communicating with industry thought leaders about their experience in the space, reach out to peers to determine their experience, and perhaps begin a very small program with the goal of actually learning what your practice can expect from the medium. Then, with the experience in hand, future program development can be planned as you are familiar with the results and can develop reasonable (responsible) expectations. [...]
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About
Affiliation of the authors at the time of publication
InTouch Practice Communications 3737 45th Street, Highland Indiana United States
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