#6: Analyse, Test and Improve
“Half the money I spend on advertising is wasted; the trouble is I don’t know which half.” – John Wanamaker
We’d like to see this phrase consigned to the history books. Online technology means that marketers need not spend blindly. In fact, if a medium cannot be effectively tracked, you probably shouldn’t waste any more money on it. At the very minimum make sure your website has Google Analytics installed meaning you can track how visitors have found you (from a paid ad on another website maybe or via a search engine), with this in place there will be no guessing!