Six out of ten marketing leaders struggle to demonstrate the impact of their marketing investments because they are measuring the wrong metrics, according to Door4. Forty percent admit this is due to focusing on vanity metrics like social media likes, impressions, or website traffic, rather than more meaningful indicators like revenue, customer retention, or lead quality. They often prioritise metrics that are easier to collect rather than those that show a true impact on sales and customer behaviour.
Photo: Dreamstime.
To tackle this issue, specialist performance marketing agency Door4 is hosting a free event for businesses in the home and garden sector. The event will underscore the importance of shifting marketing measurement toward metrics that correlate with business success, such as ROI, lead quality, and customer engagement over time.
Leon Calverley, Director and founder of Door4, explains: 'It's shocking how many companies, including those in the home and garden sector, measure the wrong marketing success indicators. These findings come amid decreased sales in the sector, with forecasts warning that reduced consumer spending on home products will likely continue.'
'Our research shows many businesses track what's easy rather than what's meaningful, often due to unclear business objectives or poor alignment between marketing and sales teams. Metrics like likes, shares, and impressions provide a false sense of success without linking to revenue or customer acquisition costs. There's also a prevalent focus on short-term results instead of long-term metrics like brand equity or lifetime value.'
'Our upcoming event, The Metrics That Matter for Home & Garden Marketing, will teach marketers and business leaders how to simplify their metrics and focus on what drives their brands forward. Tailored specifically for the home and garden sector, it offers hands-on learning, interactive activities, and expert insights from the Door4 team.'
The event takes place on Thursday, 3 October (09:00 - 12:00) at Brockholes Nature Reserve, Preston. Breakfast is provided.
More information:
Door4
[email protected]
www.door4.com