The document discusses assessing and measuring the effectiveness of traditional and online media for communication campaigns. It notes that media selection is a key part of implementation and measurement is important. Both traditional and online media have strengths and weaknesses for objectives like branding, interest arousal, and motivating action. An integrated, multi-channel approach using both online and traditional media tends to achieve the best results. Metrics for measuring online campaigns include traffic, reach, responses, and sales leads. Connecting marketing outputs to business outcomes is important for accountability.

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. 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. 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. MEDIA
ONLINE OR OFFLINE?
HOW DO YOU
CHOOSE?
© Melissa How, 2011 4

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. 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. Best Approach
Is Integration of media
Multi-channel campaigns achieve the best results
© Melissa How, 2011 7

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. 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.  Audience
 Traffic
 Reach
 Customer response
 Sales leads
 Goal conversion
 Revenue
 Overall channel performance
© Melissa How, 2011 10

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. 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. 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. 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. 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