Agreed re: branding and tracking (as per my first comment above). The value of the branded search metric is that it is more “word of mouthy” in that people sort of kind of know who you are but aren’t so familiar or committed that they know what your URL is (does it have a hyphen, is there a funky spelling) or they want to see what other results show up as well (what are others saying about this company I heard about).

Since you’re already tracking branded search and directs, segmenting it to first time unique visitors will greatly increase the accuracy of the metric.

Again, agreed that it’s not solid, but it is something that can be monitored and inform minor actions.

As people start weaning themselves off the Joy of Analytics in online marketing, discovering and developing ways to give them the same comfort of tracking in their off-line efforts will become increasingly important.

Re: Measuring word of mouth

Though not perfect (no metric really is) you could measure “Branded Keyword Searches” basically any search term that is a permutation of your name (i.e. someone knowing something about you but not knowing what your website is) as well as direct traffic (people who know what your website is).

That will give you a pretty fuzzy picture, but a vector you can track nonetheless.

If you wanted to get fancy you could segment that to only include new visitors. Increases in this “word of mouth index” would probably relate to increased word of mouth.

Incidentally, segment by geography and this could be used to monitor print marketing for those who don’t go with a vanity URL or Sellsius link. But the Sellsius link or vanity URL would be significantly better.

Can I absolutely quanttify Not a chance. Do I know that it works? YUP!

Thanks for checking out our tracking tool, Danilo. I have always admired your progressive attitude and willingness to experiment.

A very well thought out idea about ‘hybrid’ media…
……

I applaud your conviction, honesty and reality. I have first hand experience with this ‘trend’ and the agents / brokers’ approach to the ‘trend’ of online advertising.

As a marketing / sales consultant for duPont Publishing, Inc, I interact and talk to THE most successful brokers and agents in the world. I have been in break out sessions with these agents and I have had many lengthy discussions as to ‘what works’ in advertising. The ‘trend’ as I keep calling it is in the internet… however, your analysis is spot-on with the trade show.

How you are perceived is the key element that the web cannot provide. Print ads do. People with money may be flipping through their latest wi-fi handheld, or have a laptop that is connected while aboard the 6,1 or E train going from uptown Manhattan to Wall Street, but this is much like a train connection… just a link to the next stop.

The brokers (clients) do NOT forsake print media. That is why they are ahead of the game now and will be ahead of the game when the market goes up again. The cream always rises and effective advertising is not always about analysis and ROI, but also about branding; hence print media.

Checked out the Sellsius link - awesome. That’s a good and simple way to track your ROI from print advertising.

And rather than spending a ton of money on a half or full page ad, you can just take out a small ad that directs people to your site. Branding and promotion of your site/blog - a great combo.

Great post!

You may want to take a look at the Sellsius link (a URL tagging tool that works to track visitors from print or other offline advertising).

http://www.sellsiusrealestate.com/html/popup_sellsius_link.aspx