As the popularity, capability and availability of online and digital marketing tools continues to grow, a brand new era of measurement and accountability in marketing opens up to us.
We know how many people visit our websites, what pages they visit, what links they click, and exactly how far down the sales funnel they are at any given time.
This is of course a world away from more traditional forms of marketing, but can it go too far the other way? These new tools seem to be generating a new breed of figure obsessed marketers. How many visitors am I getting to my website? How many clicks are my online ads generating? And more recently, how many followers can I get on Twitter?
Unless you are converting all your web traffic, ad click-throughs and social media subscribers to sales, then there’s a good chance the question is not how can we generate more, but how can we make better use of what we already have.
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