how smart marketers measure roi from social media & online marketing
DESCRIPTION
ODigMa presents a sales oriented approach to measurement of ROI across various stages of sales funnel. Use it to save tons in your marketing budget. This presentation is not for beginners.TRANSCRIPT
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ROI measurement - Online Marketing
WWW.ODIGMA.COM
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A SIMPLE INTUITIVE APPROACH
presenting
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LET’S LOOK AT THE KEY METRICS THAT DEFINE ROI
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BUT LET’S REVIEW THE SALES FUNNEL FIRST !
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What to Measure (Returns)
Awareness Consideration Purchase Advocacy
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BRAND AWARENESS THE ART OF CREATING A UNIQUE POSITION IN THE MIND OF THE CUSTOMER
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Awareness – What to measure
Impressions
Reach & Frequency
Awareness
Engagement
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CONSIDERATION DESIRES, WISH LISTS, PLANS AND DREAMS – EVERY BRAND WANTS TO BE IN THERE
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Consideration – What to measure
Mentions
Direct Search
Consideration
Enquiries
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PURCHASE HAPPENS WHEN THE TRUST LEVEL OF THE CUSTOMER IS AT IT’S PEAK
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Purchase– What to measure
Add to Cart
Orders
Purchase
Price discussions
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ADVOCACY NO FORM OF MARKETING HAS DONE BETTER THAN THIS ONE
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Advocacy – What to measure
Sharing
Influencer Reach
Advocacy
Content Creation
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4 STAGES – 12 METRICS
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KPIs for Success in Online Marketing
Awareness
Impressions
Reach
Engagement
Purchase
Add to Cart
Orders
Price Discussions
Consideration
Mentions
Direct Search
Enquiries
Advocacy
Sharing
Influencer Reach
Content Creation
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MEASUREMENT OF KEY METRICS
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DETERMINING ROI IN REAL WORLD MEASURING EFFICIENCY OF EACH CHANNEL
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BRANDS RUN MULTIPLE CAMPAIGNS ACROSS MULTIPLE CHANNELS STILL YOU CAN MEASURE INDIVIDUAL CHANNEL EFFICIENCY
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A SIMPLE APPROACH USE THE TABLE SHOWN NEXT AND CAPTURE TRENDS ACROSS ALL RELEVANT METRICS
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Cross Media Attribution tracking
AWARENESS CONSIDERATION PURCHASE ADVOCACY CHANNEL(S)
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CAPTURING DATA ONLINE MARKETING GIVES GREAT INSIGHTS FOR SALES CLOSURES
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SALES TEAM NEEDS INFORMATION GIVE THEM AS MUCH AS POSSIBLE SO THAT THEY CAN PREPARE
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INFORMATION EXCHANGE ENQUIRY
SOURCE SEARCH TERM TIME SPENT ON
SITE USER
ENGAGEMENT USER
DEMOGRAPHICS AD SHOWN
SM PROFILE …
SALES TEAM NEEDS TO BE TRAINED TO HANDLE THIS
INFORMATION FOR HIGHER SALES
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WHAT YOUR CUSTOMER WANTS MEASURE BY REAL TIME ANALYSIS
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CUSTOMER SEGMENTATION IS IMPORTANT UNDERSTAND YOUR CUSTOMER BY THEIR BEHAVIOR
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Test to Trust
AWARENESS CONSIDERATION PURCHASE ADVOCACY
Influencing Factors
Pricing Display . Media showcase . Enquiry Form Length . Pick Up Facility .
Seasonality . Testimonials . Fan / Follower base . And 100s of other
factors .
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CUSTOMER’S LIKES & DISLIKES CAN BE EASILY MEASURED TOO
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Attribution tracking – Multiple Factors
AWARENESS CONSIDERATION PURCHASE ADVOCACY
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$
$
$
FACTOR(S)
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ACTIONS PERSONALIZATION FOR MAXIMUM BENEFITS
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EVERY CUSTOMER IS NOT THE SAME OFFER UNIQUE OFFERINGS TO EACH
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CREATE MARKETING GROUPS AS THE SAME CUSTOMER BEHAVES DIFFERENTLY IN DIFFERENT SITUATIONS
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MARKETING OPTIMIZATION
USER CHANNELS OTHER FACTORS
AWARENESS CONSIDERATION PURCHASE ADVOCACY
MAXIMUM ROI
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…AND THIS IS JUST THE START
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ODigMa Online Digital Marketing
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