What B2B Marketers Can Learn From B2C Marketers and Vice Versa
How can marketers assess their return on investment of marketing expenditures
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Transcript of How can marketers assess their return on investment of marketing expenditures
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HOW CAN MARKETERS ASSESS THEIR RETURN ON INVESTMENT OF MARKETING EXPENDITURES ?
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MARKETING DASHBOARDS
THEY ARE LIKE INSTRUMENT PANELS IN CAR OR PLANE.
IT WILL FOCUS THINKING, IMPROVE INTERNAL COMMUNICATIONS, AND REVEAL WHERE MARKETING INVESTMENTS ARE PAYING OFF AND WHERE THEY AREN’T…
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FOUR COMMON MEASUREMENT ‘PATHWAYS’ MARKETERS ARE PURSUING :-
1. CUSTOMER METRICS PATHWAY2. UNIT METRICS PATHWAY3. CASH-FLOW METRICS PATHWAY4. BRAND METRICS PATHWAY
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1. CUSTOMER METRICS PATHWAY
LOOKS AT HOW PROSPECTS BECOME CUSTOMERS, FROM AWARENESS TO PREFERENCE TO TRIAL TO REPEAT PURCHASE.
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2. UNIT METRICS PATHWAY
REFLECTS THAT MARKETERS KNOW ABOUT SALES OF PRODUCT/SERVICE UNITS.
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3. CASH-FLOW METRICS PATHWAY
FOCUSES ON HOW WELL MARKETING EXPENDITURE ARE ACHIEVING SHORT-TERM RETURNS.
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4. BRAND METRICS PATHWAY
TRACKS DEVELOPMENT OF LONGER-TERM IMPACT OF MARKETING THROUGH BRAND EQUITY MEASURES THAT ASSESSES BOTH THE PERCEPTUAL HEALTH OF BRAND FROM CUSTOMERS AS WELL AS OVERALL FINANCIAL HEALTH OF THE BRAND.
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These slides were created by NANDINI GUPTA, AKGEC Ghaziabad,during a Marketing internshipby Prof. Sameer Mathur, IIM Lucknow
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