What’s your company’s marketing plan and, more importantly, is it effective? These two questions, which can be more accurately described as many businesses’ top critical issues, are often posed by our readers. In fact, each July we publish results of our annual benchmarking survey and “finding new customers” and “marketing/advertising” have become popular responses to the question, “What keeps you up at night?”

For decades, businesses — from small mom-and-pops to larger corporations and public relations firms to even trade publishers — have been challenged to measure the impact on many forms of advertising and marketing. And, when you can’t manage what you can’t measure, as the old saying goes, it becomes a critical issue. Over the years, creating unique URLs and developing promo codes have helped determine a marketing program’s success.

Today, social media is driving eyeballs to your company’s website and, ultimately, communication with your sales reps. More and more customers are turning to the Web to find local water treatment dealers and water quality experts. Winning the SEO battle against your competition involves being a leader on social media. This month’s cover story delves a little deeper into the shifting dynamic of online marketing.

Last month’s WQA Aquatech USA 2015 convention offered several chances for attendees to enhance their marketing and professional water quality acumen. Let us know what you think is working in marketing today. Post comments to our online articles and on our Bulletin Board.