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ALARMING MARKETING TREND

One key discipline of successful direct marketing has been to test marketing communications tactics to continually improve results. There is now an alarming trend according to a recent survey that we conducted among business-to-business marketers who are readers of Sales Lead Report.

Only 24% of the marketing professionals surveyed said they usually or always test their marketing communications tactics before rolling them out.

The survey was completed by 280 of 940 subscribers who received and read a special edition of the enewsletter Sales Lead Report.

When asked if they test marketing communications tactics before rolling them out:

Less than 5% (4.5%) said they always test;
Less than 20% (19.5%) said they usually test;
27% reported they occasionally test;
Nearly 34% (33.7%) said they seldom test;
15% (15.2%) said they never test.

In other words, nearly half of the survey participants (48.9%) said that they seldom or never test marketing communications tactics before rolling out their campaigns.

When asked about the reasons for not testing:

More than 50% (50.7%) said they had no time for testing;
Almost a quarter of those surveyed (24.8%) said they had no budget for testing;
More than 16% (16.3%) said they had no systems for tracking test results;
Just over 8% (8.2%) said they had no need for testing.

The survey further showed that fewer than 5% (4.6%) said they always test and more than 19% (19.5%) said they usually test marketing communications tactics before rolling them out.

Based on those


who do test:

A little over 41% (41.1%) percent said the audience was the most important thing to test;
Nearly 39% (38.7%) said the offer was the most important thing to test;
Almost 15% (14.9%) said the copy was the most important thing to test;
Just over 5% (5.38%) said the media was the most important thing to test.

Successful direct marketers have always touted the value of testing in making the scientific decisions about their campaigns. In today’s economy, sadly, testing appears to be considered an optional activity; one that is used only for very large campaigns or when prospecting for new audiences.

This is an alarming trend. Eliminating testing because of cost is like playing Russian Roulette with your marketing campaign. Sometimes you’ll be safe, and the campaign will bring results. But you'll never really understand why. And unfortunately, one major marketing failure could put a massive hole in your growth strategy. †

Think long term vs. short term to reap the sure-fire benefits that testing will give to your marketing campaign.

About the Author

M. H. "Mac" McIntosh is described by many as America's leading authority on inquiry handling and sales lead management. He is president of Mac McIntosh Incorporated, a sales and marketing consulting firm specializing in helping companies get more high-quality sales leads and turn them into sales. To request a free subscription to his newsletter, Sales Lead Report™, phone 800-944-5553 or 401-294-7730, send an email to
mcintosh@salesleadexperts.com or visit www.salesleadexperts.com

 

KnowThis: For Marketing, Market Research, Internet Marketing ...
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Serves the professional, educational and career development needs of business-to-business marketers.
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Welcome - American Marketing Association - www.marketingpower.com
Dedicated to serving the educational and professional needs of marketing executives.
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Advertising, Marketing, Media and PR News - Brand Republic
Find the latest Advertising, Marketing, Media and PR news from Brand Republic, the online resource for up to the minute advertising and marketing news and ...
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Marketing Magazine - Marketing News - Brand Republic
Marketing Magazine - Marketing News - Brand Republic.
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Offers a Canadian source of news and articles on marketing, advertising and media.
www.marketingmag.ca
 
BidVertiser - Pay Per Click Advertising On Sites Of Your Choice.
Pay per click advertising - online advertising directly on sites of your choice, internet marketing solution for online advertisers.
www.bidvertiser.com
 
Online Behavioral Contextual Advertising and Marketing.
Promote your business with today's most effective online advertising technology, contextual advertising at a cost effective metric of CPC, PPC, CPM or CPV.
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Sales Jobs / Marketing Jobs / Advertising Jobs - MarketingJobs.com
Employment site for marketing and sales professionals.
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The Chartered Institute of Marketing
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www.cim.co.uk
 
Marketing: See what people are saying right now on Technorati
See all blog posts tagged with marketing on Technorati.
www.technorati.com
 
Marketing Profs - Marketing Concepts and Strategies: Expert ...
Marketing knowhow from professionals. Newsletter, articles and how-to's.
www.marketingprofs.com
 
Guerrilla Marketing Online - The Official Site
Guerrilla Marketing Online is anonline magazine for small business, entrepreneurs, sales people and marketers of all kinds.
www.gmarketing.com
 
Business Marketing - Small Business Marketing
Business marketing - Read everything your need to know about small business marketing.
www.entrepreneur.com
 
All About Marketing
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www.managementhelp.org
 
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USA Network Announces a NASHVILLE STAR Marketing Partnership With ... - Yahoo! ... Direct Marketing Association: Telephone, Mail & Internet Marketing ...
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ClickZ Internet Marketing Solutions for Marketers
Includes columns with commentary and analysis on a wide variety of internet marketing subjects ranging from B2B marketing to search engine marketing.
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Direct Marketing Association: Telephone, Mail & Internet Marketing
Trade association for users and suppliers in the direct, database and interactive marketing fields, offering seminars and resources, and lobbying for ...
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