Corporate Communications Measurement: It’s a Brave New Quantified World | Part 1
Corporate Communications Measurement, Then and Now
I’ve had my fingers in the marketing pie for over 20 years. And what a different world it is today. 15 years ago, we would return from a trade show with business cards. Which, by the way, we collected in a glass bowl from people motivated to win a gift certificate or similar. Yea! we collected 150 leads… and once we were back in the office, we inevitably revisited the discussion about the value of these programs.
What a difference a little time makes. Today, we measure the revenue impact on these programs – and our sales counterparts are a partner who actually agree with the analysis of revenue impact. Yes, these efforts are measurable!
We’re Making Measurement Smarter
- Embracing an evolution from considering journalist/analysts as the primary influencer to a world of many influencers across multiple channels (editorial, blog, social, etc.). Including our own employees..
- Moving from Events to Outcomes.
- Taking on the broader broader charter of corporate brand, not just corporate communications. (And I’m not talking about the dreaded ‘brand police’…)