6. If you ignore your pace, you’ll
often fail to achieve your
marketing performance goals.
7. What is “pacing” in running?
Suppose you wanted to finish a 26.2 mile
marathon in 3 hours. Here’s a pacing plan that
will enable you to finish at exactly 3 hours:
8.
9. Unlike marathon runners, most
marketers fail to monitor their
pace while their campaigns are
running.
11. What is “pacing” in marketing?
• Similar to pacing in running.
• You set intermediate goals based on a campaign
goal and measure your performance at intervals.
• Instead of just one goal of a finish time, you have
many goals such as spending, impressions, clicks,
conversions, and sales.
• Instead of just one race, you have many
placements running concurrently.
12. Example
• 30 day Placement on Website
• $ 20,000 Net Media Cost
• $ 2.35 CPM
• 1.8% Click Through Rate
• 4.5% Conversion Rate
• $ 9.50 Average Sale
34. According to the Chief Marketing Technologist Blog, a
typical marketer uses more than 100 software systems
to execute their marketing programs.
Source: Chief Marketing Technologist Blog
62. True Media (again)
• 30% time savings
– Eliminated manual data entry and formatting
• Consistency in proposals and agency documents has
improved processes and efficiency
• Improved employee morale
• Reduction in errors
• Greater confidence in work
• Training Program