Online Marketing Metrics v1

8/7/2019 Online Marketing Metrics v1

http://slidepdf.com/reader/full/online-marketing-metrics-v1 1/36

On-Line Marketing Trends&Marketing Metrics

TheBoardRoomAdvisors, LLC Ahead of the Curve Advisory Services For Executive Leaders

Presents



Before We BeginPlease Take Our 5 Minute

Survey

12/29/10 ©2010 ALL RIGHTS RESERVED TheBoardRoomAdvisors, LLC

2

http://www.youtube.com/watch?v=ypmfs3z8esI&hd=1



How Did You Compare?


3

• 55 %of Respondents Cannot Effectively Measure Marketing ROI• 14 % of Respondents Utilize Video, Mobile and Social Media in Their

Marketing Mix• ROI

• 80% believe ROI from online marketing activities is important tomeasure

• 31% of marketers can effectively measure it.• Conversion

• 86% of respondents think conversion rates from online marketingactivities is important to measure

• 75% can effectively measure it.• Social Media

• 69.1% of respondents are using social media in their marketing efforts.• 41% of those using social media lack a mechanism to measure social

media conversion.



How Did You Compare?


4

• Mobile• 22.7%, are currently using mobile in their marketing efforts.• Of the 22.7% that are using mobile

• 73% can measure it, if website visitors are coming from a mobile

device• Only 30% are able to measure their mobile app conversions.

• Video

• 42.9%, are using online video in their overall marketing efforts.• Of the 42.9%

• 59% feel that post-video conversion is one of the most importantvideo metrics

• 70% are unable to measure post-video conversion.• 40% of respondents who are using online video lack a mechanism

to measure video starts.Results are from the Omniture 2010 Online Analytics



The Top 5 Online Marketing

Trends for 2011


5

1. It's no longer about the web, its about connecting on the Internet2. Social Media is no longer an option

3.

More people will be connected online using Mobile Devices (SmartPhones & iPads, etc) vs. desktops and laptops4. Search will begin to incorporate Social Media as Searchers will no

longer just want to find your web site they also want to know why theyshould conduct business with you.

5. Data integration becomes mission critical. Marketers must look beyond

traditional sources as the process of integrating online and offline databecome increasingly complex.5.5 Marketing Analytics are not an option. The avalanche of data requires

advanced analytical capabilities to identify, analyze and describe thepatterns to filter through it all. Accountability and ROI will all be rolledinto one solution.



Traditional vs Online

Marketing


6

1. How many agree that internet marketingeffectiveness is real?

2. How many of you understand the potential ofinternet marketing?

3. How many of you know what the internet could doto your business?



Traditional vs Online

Marketing


7

1. The effectiveness of internet marketing is taking over the way we'vebeen accustomed to doing business.

2. Internet marketing hasn't replaced traditional methods, it's an added

addition that sends some businesses soaring in sales.

Traditional Online

Footwork (placing ads/brochureson doors/cars, etc. to hundreds)

Electronic Distribution to millions,SEO, SEM, SMO

Radio, TV, Billboard, etc YouTube, Flicker, Videos

Networking Social Media

Talking (Face to Face & Phone) Interactive Communications

Negotiating ??

Metrics/Analytics ???? Detailed, Targeted, Real-time



Web Metrics and Analytics


8

The Issue• What should you measure?

• How do you measure it?• What do you do with the data once you have it?



Web-Site Metrics


9

Top Key Metrics

1. Page Ranking2. Number of web site visitors

3. Number of pages visited4. Pages viewed per visit5. Bounce Rate6. Average Time on the site7. Conversion Rate

KeyMetrics

AccessSpeed

BrowserType

VisitorSegments



Social Media Metrics


10

Top 5 Key Metrics

1. Number of Views (User

Brand Exposure)2. Number of Connections (#

of Conversations)3. Audience Engagements

(Actively Promoting Your Brand or Company)

4. Social Media Referrals(Visitor Conversions)

5. Your Engagements (# ofPosts, RTs, External BlogPosts)



Social Media Metrics


11

How Much Time Does IT Take?• 56.0% of marketers spend 6 hours or more

each week

• 30.0% spend 11 or more hours weekly• 12.5% of marketers spend more than 20 hours

each

What are the Benefits?• #1 benefit of social media marketing is gaining the

all-important eyeball.

• 85% indicated increased exposure for their businesses.

• #2 was Improving traffic• #3 was building new partnerships.• Over 50% saw a rise in search engine rankings

2010 Social Media Marketing Industry Report © 2010 MichaelA. Stelzner SocialMediaExaminer.com



Social Media and Email

Usage


12

Social Media Users Surpassed Email Usage in 7/09



Email Metrics


13

Top 5 Key Metrics

1. Number Sent

2. Number Opened3. Number Clicked Through4. Number Forwarded5. Number Bounced



Email Marketing ROI


14

The following table has been compiled from the DMA’s (Direct Marketing Association) annualpublication, DMA: The Power of Direct Marketing. It breaks down expected ROI for variousmedia for 2008 through 2010.



Mobile Internet vs Desktop


15

By 2012 There Will Be More Mobile Internet Users Then Desktop Uses



Design Metrics


16

The Power of Language / Key Words

• I’m on Twitter

• Follow me on Twitter

• You should follow me on Twitter

• You should follow me on Twitter here



Design Metrics


17

The Impact of Color In the study below the more blue, the higher the click through rate, whilemore green resulted in a lower click through rate.



Design Metrics


18

The Impact of Color Which Performed Better?

Red outperformed green by 21%.



Keywords and Search (SEO)


19

Google Search Results – Cost Per Click

Podiatrists – 12,800,0000 –Avg CPC $1.20

Podiatrists in CT – 343,000 - Avg CPC .05Podiatrists in Orange CT – 68,500 – Avg CPC .05



Key Words and Search


20

Google Search Results – Key Word - Podiatrists



Your Campaign and Metrics

Strategy


21

DEVELOPING A SUCCESSFUL ONLINE CAMPAIGN

1. Begin with a clear definition of your goals and objectives and end withhow sales leads are going to be fulfilled and turned into long-termcustomers.

2. Every component and step of your online campaign can be managedusing just one medium: The Internet.

3. Define Your Objectives--These can include generating leads, increasingsales, increasing store traffic, reducing customer service costs or

improving brand awareness. Always answer the question, "Why are weon the Internet?” and what metrics do we need to manage?1. Examples:

• Generate qualified sales leads• Develop a profitable online sales channel• Build brand and product awareness through the Internet.




Strategy


22


4. Define Your Goals--Each objective should have a clear andquantifiable goal attached to it. This could be:• The number of leads to be generated• The sales level to be reached

• The traffic to drive into stores• The level of brand awareness to increaseJust like a traditional media goal, set the baseline for each of your

online goals, make them attainable and use them as an ongoingmeasure of your Web site's success.




Strategy


23


5. Strategies--Think big picture. How are you going to reach each of your goasl? Is it by:• Creating a series of promotions?• Developing compelling content?

• Giving away coupons or promoting content?• Developing online giveaways to drive consumers to your product?• Building strategic links from similar but noncompetitive Web sites to

your products?




Strategy


24


6. Tactics - The who, what, when and how of the strategy.Examples:• Establish ongoing monthly contests giving away sample products

to 10 lucky winners. To enter, consumers must complete a datasheet, providing demographic information.

• Winners will be announced in the product category of the Website to ensure consumers see your product line.

• Number of Connections (# of Conversations)

• Audience Engagements (Actively Promoting Your Brand or Company)

• Social Media Referrals (Visitor Conversions)• Your Engagements (# of Posts, RTs, External Blog Posts)




Strategy


25

CREATING AN EFFECTIVE ONLINE CAMPAIGN:

1. Systematic Planning:• The power of the Internet is that almost anything you can want is

readily available and this is where most get trapped• It's too easy to get led astray and try to target everything

• Efforts need to be highly targeted vs. reaching out to everyoneand attracting no one

• Advertising on the Internet goes back to marketing basics.•

Identify a specific campaign objective• Develop a focused strategy to reach that objective• Create a systematic plan to implement that strategy• Don’t be afraid to shift it on the fly to meet consumer

reactions




Strategy


26


2. Run More Than One Banner Concurrently:• The Internet is a fast-moving medium with new enhancements

being added constantly• Users get bored easily with the average banner graphic usually

wearing out out after apx 200,000 to 400,000 impressions (2-4weeks, depending on overall site traffic based on a recentInfoseek study). In addition, multiple banners reinforce advertising

messages and create renewed interest.• Similar to running television commercials, create several schedules

of banner ads, each with two or three banners that will rotate on agiven site. Then rotate the schedule often to maintain a freshcampaign (every 2-3 weeks)




Strategy


27


3. Tactical, Not Brand Marketing:• Banners are an effective means to leverage a brand to generate

sales• Brands that are well-established offline should be extended into

banners, encouraging a user to click for more information or tocomplete a sale

4. Creative:• Developing online creative is similar to developing any creative:• First establish an objective for the ad (i.e., decide what it is you

want your audience to do)• Second, develop an advertising message that supports that

objective and, if appropriate, leverage the established brandequity to support that message

• Third, create an ad that meets the established objectives




Strategy


28


5. Targeting:• One of the wonderful benefits of the Internet is the ability to target

users• Advertisers can target by site, by content, even by demographic

profiles• Is your ideal customer surfing or after real information?• How do you know this? Look at the content the ads will be

running on• If it's news, you can be sure that reader is after information• If it's entertainment, the reader is probably there to get away

• The goal is to create and run advertising that consumers respondto. The only way to do that is to understand the consumer

• Social Media Referrals (Visitor Conversions)• Your Engagements (# of Posts, RTs, External Blog Posts)



What Are the Tools I Need?


29

Free ToolsGoogle Insight - http://www.google.com/insights





30

Free ToolsWebSite Grader- http://websitegrader.com





31

Free ToolsBlog Grader- http://blog.grader.com/





32

Free ToolsTwitter Ranking- http://klout.com





33

Free ToolsTweetreach- http://tweetreach.com/





34

EmailVerticalResponse Marketing Blog: Is anaward-winning blog updated 2-3 timesa week.CTA buttons: Get a higher click through

rate on buttons vs. text links, quickly andeasily create your own button with CTACopy writing tips: Copyblogger is chock full of quick articles.Email rendering in different email clients:Send a test mail to Email On Acid and

see how it renders in 48 variations of the

most popular email clients and mobiledevices – it takes 5 minutes and is free!Trying to build a list of subscribers?

VerticalResponse List Building Bank is a“vault” full of ideas to help you growyour list

Social MediaDiscover the impact of your tweets:Tweetreach gives you a detailed reachanalysis for any search term, hashtag, URL,company name or Twitter handle.

Find Twitter trends and more: Trendisticallows you to see trends on twitter withreal-time results.Link shortening service and tracking: Themost important step in an effective socialmedia strategy is tracking your links. Use a

link shortening service like Ow.ly

Social media monitoring & analysis: For themore advanced user, SM2 allows you tomonitor your brand and your competitors

across the web. Monitor by industry term,company name and much more.





35

howsociable.com – Social visibilityscore

knowem.com – Profile buildingtool

Social Media for Firefox – Build apowerful social profile on social

news & bookmarking sites

semrush.com – Find competitororganic search rankings

Page Inlink Analyzer – Analyze

inbound links, their Deliciousbookmarks & keyword tags

majesticseo.com – Historicalback-link tracking

trackur.com – Social mediamonitoring

socialmention.com – Real-timesocial search & scoring, social

keyword research

bit.ly – Search friendly URLshortening with analytics

analytics.postrank.com – Track

social engagement withcombined Google & social

analytics



In Conclusion..

12/29/10©2010 ALL RIGHTS RESERVED TheBoardRoomAdvisors LLC

36

• See How You Compare

• Determine What You Need To Improve

• Develop Your Strategy And Plan For An IntegratedOnline Marketing Solution (Social Media should notbe separate)

• Implement Your Plan And Measure The Results

Questions?

Online Marketing Metrics v1

Documents

Transcript of Online Marketing Metrics v1