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Is Your Marketing Mix Actually Working?

Is Your Marketing Mix Actually Working?

Earlier this week, I met with the owner of a small chain of jewelry stores. Business has been good, but not great, and she wasn’t exactly sure why. “We’re doing everything we’re supposed to – or at least I think so,” she told me. “We’ve got a website, we’re on social media, we place sponsored content, the whole bit. But I’m not sure how this is translating into actual sales.”

This is not an unusual situation. Jewelry retailers often have difficulty assessing how the many different marketing vehicles they’re using impact their bottom line. In part, this is because there’s a pervasive tendency out there to treat each online marketing tool as a separate, distinct entity rather than as part of a cohesive integrated whole; another problem is a lack of familiarity with Google Analytics.

[Tweet “Google Analytics is essential to measuring digital marketing success,”]

Google Analytics is a free tool Google provides to website owners. It generates many useful reports you can apply to grow your business, but if you’re just starting out with it, you’ll want to concentrate on the reports that tell you the amount of website traffic you’re getting, where that traffic originates, and what your web visitors are doing while they’re on your site. In Google’s terms, these reports are called Audience, Behavior and Conversions.
Assuming all of your different marketing platforms drive traffic to your website (and if they don’t, they should be!) you can compare the amount of visitors coming from each to determine effectiveness. This in itself can be an eye opening experience. In the case of the jeweler I met with, it turned out that while Pinterest and Instagram were driving people to her site, she was getting virtually no traffic from Twitter. This insight allowed her to assess the amount of resources she was devoting to each platform to make sure her team was concentrating on the platforms her customers enjoy the most.

Successful jewelry retailers check their Google Analytics fairly frequently in order to keep on top of which tools are working and which ones aren’t. Be aware that these numbers can – and do! – change over time: customers can and do travel between platforms, sometimes switching with surprising speed. Maintaining awareness is one of the best things you can do if you want to sell more jewelry.

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Creative Director/Senior Designer

Tom DiGrazia

With over a decade and a half of professional design experience, Tom brings his knowledge of design principles and focus on user experience to every aspect of his contribution to TTG. Paying special attention to each client’s brand, personalized needs and individual interests, he strives to create compelling concepts utilizing intuitive and highly-refined design solutions. In addition to traditional and digital design work and oversight at TTG, Tom also boasts a wide portfolio of web development projects with the company, allowing him to stretch his CSS and HTML skills across multiple platforms and disciplines. He feels that being a designer in the digital landscape of websites, eCommerce solutions, email marketing platforms and social media, it is important to understand the code that goes into these areas as it assists his ability to tailor designs specifically targeted to achieve the best end result and further builds understanding and communication with backend development teams.

In his off hours, Tom is an avid pop culture enthusiast, staying up to date on the latest shows, films, comics and games. He can also typically be found taking part in a whole host of artistic activities that help him further stretch his creative legs. Regardless of the activity, Tom is always accompanied by his dog, Eli, and his cat, Tib.

Design, Photography, Illustration, Digital Imagery Manipulation, Wesbite Development

Photoshop, Illustrator, InDesign, Lightroom, HTML/CSS, Wordpress


Courtney Dumont

As Senior Marketing Strategist & Analyst at Technology Therapy Group, Courtney is energized by the ability to flex both her left and right brain daily. Courtney discovered her passion for Marketing at Bryant University, where she spearheaded research on students’ perceptions of Social Media Marketing for her Honors Capstone Project. After graduating Bryant in 2012, she joined the Technology Therapy team, where she’s honed her skills in social media, search and social advertising, email marketing, SEO, and more.

Since joining the team, Courtney has created digital marketing strategies and managed campaigns for clients across the country, ranging from plastic surgery centers, to jewelry stores, to construction companies. With a cohesive, cross-channel approach and a focus on data-driven decision making, she has increased their leads by up to 217%. But Courtney doesn’t leave her zeal for social media at the office; she also runs a local foodie Instagram account with her husband to document their meals across Rhode Island and beyond. Check them out: @hoppilyfed.

Marketing Strategy, Data Analysis, Google Ads, Facebook Ads, Social Media

Google Analytics, Google Ads, Facebook Ads, Facebook Creator Studio, Instagram, Klaviyo, Mailchimp, Emma Mail, Google Data Studio, WordPress, YouTube, LinkedIn, Facebook, Microsoft Office