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Module M6 Building social media promotional strategies
Competence
unit
U6.2 Creating a digital
marketing plan
Learning
outcome
Carry out tasks to
efficient monitoring of my
digital marketing plan
Type of
resource
PowerPoint Presentation
(PPT)
Type of
learning
Face-to-face
Resource title
Efficient monitoring of my digital
marketing plan
Learning
hours
1h
Contents Main tips for monitoring and evaluating your digital marketing plan.
4. “ „A little progress
every day adds up to
big results“
- Satya Nani
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5. FINAL TASKS
Designing and implementing your
digital marketing plan is not the last
step in terms of forming the strategy.
The final crucial task to do is constant
monotoring. Analytics is one of the
most important steps when
successfully optimizing digital
marketing performance and spending.
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6. MONITORING
These days the statistics and “big data”
in marketing, made it much easier to
track the investments and results
which is necessary to evaluate the
success of a marketing strategy.
Rather than waiting for the end of the
quarter or even your monthly board
meeting, it makes a lot of sense to
build up a daily or weekly deck of your
channels analytic packages to take a
better more in-depth overview.
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7. STATISTICS ANALYSIS
▪ Google Analytics package is great for marketing beginners and will serve
well for the advanced ones to track the movement on your website.
▪ Every social media network and the affiliate channels has its analytics
packages, that track trends in sales, customer feedback/ returns or any
other key information to draw a realistic, real-time picture of how your
digital marketing campaign is performing.
The statistics help you save money and time. Spotting when your marketing
campaign starts lagging and losing money, you can press pause, rethink your
strategy and make changes that will finally bring the best results ever.
Source: Anchovy. (2018) What Is A Digital Marketing Campaign?
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8. USE THE KPI’s
Key Performance Indicator (KPI) is a
clearly measurable value that shows
how effectively a company is achieving
its main goals and objectives.
It is something that your organization
achieves (or not) that indicates that
your company is successful (or not).
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9. WRITING DOWN YOUR KPI’s:
▪ Every KPI must be connected to a key business objective (derived from
SWOT or other analysis);
▪ KPI’s need to express the strategic goals of the organization;
▪ Create short- and long-term KPI’s: creating milestones for the big
dreams is the key;
▪ Evolve and update your KPI’s according to important circumstances;
▪ Review KPI’s monthly, ideally, weekly;
▪ Make sure the KPI’s are attainable;
▪ Make sure that your team makes action on it.
Source: Anchovy. (2018) What Is A Digital Marketing Campaign?
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10. EXAMPLES OF KPI’s:
▪ Sales team tracking new revenue;
▪ Customer support team measures the average on-hold time for
customers;
▪ Marketing group measuring the marketing generated sales leads;
▪ Human resources measuring the employee engagement;
▪ Manufacture department measuring the efficiency of the processes.
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11. MEASURING ROI
Rate of investment (ROI) – performance
measure that evaluates the efficiency of
the marketing campaign.
It is calculated by dividing the benefit (or
return) of an investment by the cost of the
investment. The result is expressed as a
percentage or a ratio.
Research conducted by Microsoft showed
that the ROI of the digital marketing media
was much higher than the traditional
mediums (TV, radio, print).
Source: Corporate finance institute. ROI Formula (Return on Investment) Learn
the different ways to calculate Return on Investment
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12. LET’S REVIEW SOME CONCEPTS
Google Analytics
Customer feedback/ returns
Key Performance Indicator (KPI)
Rate of investment (ROI)
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13. This project has been funded with support from the European Commission.
This publication reflec ts the vi ews onl y of the aut hor , and the Commission cannot
be held responsible for any use which may be made of the information contained therein.
Project Number: 2018-1-UK01-KA202-047909
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