Guest blogger: Neil Edwards, The Marketing Eye (www.themarketingeye.com)

There is a famous marketing saying: ‘Half of my advertising is wasted; the trouble is, I don't know which half'.

The internet has brought great improvements in the measurability of certain types of marketing activity, but that doesn't mean to say that anything which isn't online or that can't be measured in terms of short-term sales should be abandoned.

The goal of marketing is to build relationships, whether that is with existing customers or prospects. Frequent communications - newsletters, alerts, articles of interest, anything that ensures constant contact - are vital, as of course is the content and quality of those communications. Customers don't want glossy brochures boasting of capabilities and achievements, they want something that adds value and provides an opinion. This might be substantive updates on issues that are important or the sharing of ideas and best practice. Whatever it is, by communicating often and communicating well, we are keeping in touch and reminding our customers that they are important to us.

And we shouldn't only communicate when there is work on. Maintaining contact during the quiet periods is key to keeping the relationship alive. Ideas include:

• Keeping in touch with regular emails, publications and phone calls
• Sending articles and clippings - ‘I saw this and thought of you'
• Dropping in to see the customer on occasions (not so scary really)
• Suggesting networking opportunities and potential introductions that might benefit the customer
• Using entertainment and hospitality.

The measurability of these pursuits is sometimes difficult to gauge, but only doing what we can measure will lead to many valuable activities being abandoned. Staying close to customers by increasing the level of contact now will stand every business in good stead when the economic conditions improve.

See original blog here: http://themarketingeye.blogspot.com/2009/03/if-you-cant-measure-it-should-you-do-it.html