Assessing media options and the optimal way to measure communications campaigns in both the traditional media and on the i...
Media selection is one of the 6 key activities involved in the                      implementation of a communications cam...
A communications campaign usually aims to fulfil one or more of the     following objectives:              Brand building...
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 ...
TRADITIONAL                   INTERNET     Unidirectional              Collaborative     Passive audience            I...
Best ApproachIs Integration of media                      Multi-channel campaigns achieve the best results© Melissa How, 2...
Online Advertising        Websites        Landing pages        Electronic Direct Marketing (Email)        Digital disp...
Figure 2: Web analytics for monitoring and measuring digital campaigns     Hits                               Bounce rate ...
    Audience      Traffic      Reach      Customer response      Sales leads      Goal conversion      Revenue    ...
   Online forms, forums, questionnaires and feedback:        Customer satisfaction        Purchase intention        Ad...
WHAT         VALUE                      DID IT DELIVER?    The real challenge in ‘Marketing Performance Management’ is mak...
Management Metrics as they should inform Marketing Strategy                      Top down view of marketing goals and obje...
Management Metrics as they should inform Marketing Strategy                      Top down view of marketing goals and obje...
MELISSA HOW                      Marketing Consultant                      Strategy Planning                      Digital ...
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Media selection and measuring campaign performance

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Media selection and measuring campaign performance

  1. 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. 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. 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. 4. MEDIA ONLINE OR OFFLINE? HOW DO YOU CHOOSE?© Melissa How, 2011 4
  5. 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. 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. 7. Best ApproachIs Integration of media Multi-channel campaigns achieve the best results© Melissa How, 2011 7
  8. 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. 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. 10.  Audience  Traffic  Reach  Customer response  Sales leads  Goal conversion  Revenue  Overall channel performance© Melissa How, 2011 10
  11. 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. 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. 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. 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. 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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