Media selection and measuring campaign performance
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Media selection and measuring campaign performance

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Media selection and measuring campaign performance Media selection and measuring campaign performance Presentation Transcript

  • Assessing media options and the optimal way to measure communications campaigns in both the traditional media and on the internet.© Melissa How, 2011 1
  • 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
  • A communications campaign usually aims to fulfil one or more of the following objectives:  Brand building  Arousing Interest  Motivating Action© Melissa How, 2011 3
  • MEDIA ONLINE OR OFFLINE? HOW DO YOU CHOOSE?© Melissa How, 2011 4
  • 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
  • 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
  • Best ApproachIs Integration of media Multi-channel campaigns achieve the best results© Melissa How, 2011 7
  • 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
  • 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
  •  Audience  Traffic  Reach  Customer response  Sales leads  Goal conversion  Revenue  Overall channel performance© Melissa How, 2011 10
  •  Online forms, forums, questionnaires and feedback:  Customer satisfaction  Purchase intention  Ad / brand recall  Customer life expectancy  Net Promoter Score© Melissa How, 2011 11
  • 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
  • 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
  • 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
  • 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