Why does it seem like results-based or permission-based marketing is such a new phenomenon? The funny thing is that after you explain how the process works, while everyone in the room agrees with the direction, their first reaction is to still go back to the old way of doing things. But they can’t help it. They want to be strategic and results-oriented, but automatically revert back to mindless tactics because it’s what they think works. No one is willing to sacrifice a little gain to do some experimenting and measurement, to eventually get a much larger gain that you would have doing it the “old way.”
The fact is that testing multiple offers simultaneously, particularly online, is easy and cost-effective. If you ran 4 different offers (all things considered equal) to see which one had the better response rate, sure, 2 of them are going to have dismal results at the expense of a few leads – but – you take the 1 or 2 best performers and run those while continuing to tweak performance as you go, and before long, you will have exceeded your results from last year under the non-results approach.
But results-based marketing is alive and well at Pear Analytics. Not only do we get you on the path to performance, we also provide the tools necessary to get there. Contact us to see how we can help.
