One of the strengths of online marketing is the ability to analyze what works and what doesn't. You can see how many people visited your website from Google, from other websites, from social media etc. One problem though: analytics don't capture everything, and some of the things they don't capture can be your biggest sources of leads.
Take word of mouth marketing. You don't know if it works unless you ask each and every lead how they found out about you. Sometimes that doesn't work either because they'll say they were reading about you online but they won't say their friend told them about you first - unless you ask the right question.
That's great if you have the kind of business that still operates in a face-to-face fashion. It's more difficult if you're running an online business, or if your leads come in through a call centre or via head office. Then you may never know.
For those who aren't old enough to remember the time when word of mouth marketing was the "in" thing, here's the modern terminology: social media.
This is the fly in the social media ointment.
As a digital marketer who believes in the power of social media, this is vexing. Customers expect results from their online marketing, and they expect that those results will be able to be measured against some definable number. The numbers available will never fully capture the benefit social media brings to your business.
Keep that in mind when you put forth your next social media campaign. The whole point of social media is to leverage people's inherent desire to communicate. Your challenge is to give them something worth talking about.