Agreed. Too many companies get stuck using a few easily measureable metrics and call that quantifying of marketing data. Which is really sad and just about as efficient as ad-reach of old, etc. But it is an easy way to show numbers to a board or shareholders.
These days with all the different possibilities that various digital and non-digital give I think that cooperating with the ambassadors so that they reach their goals is the most profitable for both parties. Helping a guide with organising and selling tours, supporting trail builders with recruiting volunteers, or helping the social media dependant freerider to optimize reach and content quality are some of the ways to work together. It also requires the company to understand and use relevant metrics that are individual to each ambassador. Harder to put on a report sheet, but probably a lot more efficient in the long run.
Jan. 12, 2023, 10:49 a.m. - olaa
Agreed. Too many companies get stuck using a few easily measureable metrics and call that quantifying of marketing data. Which is really sad and just about as efficient as ad-reach of old, etc. But it is an easy way to show numbers to a board or shareholders. These days with all the different possibilities that various digital and non-digital give I think that cooperating with the ambassadors so that they reach their goals is the most profitable for both parties. Helping a guide with organising and selling tours, supporting trail builders with recruiting volunteers, or helping the social media dependant freerider to optimize reach and content quality are some of the ways to work together. It also requires the company to understand and use relevant metrics that are individual to each ambassador. Harder to put on a report sheet, but probably a lot more efficient in the long run.