With the UK economy starting to show signs of improvement, companies will inevitably free up more cash for advanced marketing campaigns.

Although firms were forced to tighten their belts during the recession years, many organisations actually increased their marketing budgets.

This is no surprise given how competitive the retail and services sectors have become, as businesses know they need to do all they can to stand out from the crowd.

It doesn’t matter if you are promoting your enterprise via Facebook or distributing branded merchandise, it is important to work out exactly how much extra business your marketing campaigns are bringing in.

This is where analytics tools are vital. There are all manner of analytical tools that can help marketers assess how their promotional merchandise has been received and what they can expect to see in the future.

Companies are also using social media analytics to see how their tweets, Facebook status updates and blog posts are being received by consumers. Again, this is a good way to see what is proving effective and what is not.

Big data may be something of a buzzword at the moment, but it is clear that successful marketers are using reams and reams of online information to see how they can get maximum ROI from their marketing campaigns.

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Jason Markwick

Having worked in Promotional Merchandise for the last 25 years I have been exposed to all aspects of the industry. Starting out as an account manager working with some of the worlds leading brands, I have learnt to understand the needs of a client, manufacturing processes, and what it takes to deliver a successful promotional campaign that is on brand, on time and within a given budget.