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Media selection and measuring campaign performance
1.
Assessing media options
and the optimal way to measure communications campaigns in both the traditional media and on the internet. © Melissa How, 2011 1
2.
Media selection is
one of the 6 key activities involved in the implementation of a communications campaign (Pickton & Broderick ‘Integrated Marketing Communications’, 2001) Measuring performance is an important consideration when selecting media © Melissa How, 2011 2
3.
A communications campaign
usually aims to fulfil one or more of the following objectives: Brand building Arousing Interest Motivating Action © Melissa How, 2011 3
4.
MEDIA
ONLINE OR OFFLINE? HOW DO YOU CHOOSE? © Melissa How, 2011 4
5.
Figure 1: Summary
of the different characteristics of media Traditional media is for Entertainment – Internet is for Information Braithwaite et al., ‘The medium is part of the message – the role of media for shaping the image of a brand’ © Melissa How, 2011 5
6.
TRADITIONAL
INTERNET Unidirectional Collaborative Passive audience Interactive audience Loosely targeted Highly targeted Advertising wear-out Tailoring / Mass customisation Branding and awareness Direct response Difficult to measure Unconstrained Highly measurable © Melissa How, 2011 6
7.
Best Approach Is Integration
of media Multi-channel campaigns achieve the best results © Melissa How, 2011 7
8.
Online Advertising
Websites Landing pages Electronic Direct Marketing (Email) Digital display (banner) advertising Sponsored links, i.e. Google AdWords, Facebook advertising Online video, i.e. news portals, YouTube Web 2.0 social media, i.e. networking sites, blogs, apps, virtual worlds © Melissa How, 2011 8
9.
Figure 2: Web
analytics for monitoring and measuring digital campaigns Hits Bounce rate Entry and exit pages Page impressions/views Pages per visit (stickiness) Click-stream (page sequence) Unique visitors Days, dates and times Geographic origin (ISP) Average time on site Repeat visits Referrer (URL) Average time on page Top pages Figure 2: Web analytics for monitoring and measuring digital campaigns Other measurables: click-level costing and direct response © Melissa How, 2011 9
10.
Audience Traffic Reach Customer response Sales leads Goal conversion Revenue Overall channel performance © Melissa How, 2011 10
11.
Online forms, forums, questionnaires and feedback: Customer satisfaction Purchase intention Ad / brand recall Customer life expectancy Net Promoter Score © Melissa How, 2011 11
12.
WHAT
VALUE DID IT DELIVER? The real challenge in ‘Marketing Performance Management’ is making marketing accountable by connecting marketing outputs to business outcomes... (‘Taking on the metrics challenge’ Patterson, 2007) © Melissa How, 2011 12
13.
Management Metrics as
they should inform Marketing Strategy Top down view of marketing goals and objectives Profitability Market Growth Market Share Marketing ROI Macro Customer Retention (Lifetime Value) Net Marketing Contribution Marketing ROS (Return on Sales) Brand Equity © Melissa How, 2011 13
14.
Management Metrics as
they should inform Marketing Strategy Top down view of marketing goals and objectives Sales Revenue Sales Volume Media Spend Customer Acquisition Conversion Lead Generation Purchase Intention Micro Brand Favourability Ad Recall Cut-through Reach CPC (Cost-per-click) CPM (Cost per 1000 impressions) © Melissa How, 2011 Web Analytics 14
15.
MELISSA HOW
Marketing Consultant Strategy Planning Digital Marketing Master of Entrepreneurship & Innovation (MEI) Masters of Commerce (Marketing) www.marketingwise.com.au @Marketing_Wise Facebook.com/melissathow Linkedin.com/in/melissa.t.how Melbourne, Australia © Melissa How, 2010 15
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