media selection and measuring campaign performance
TRANSCRIPT
© Melissa How, 2011 1
MEDIA SELECTION AND MEASURING CAMPAIGN PERFORMANCE
Assessing media options and the optimal way to measure communications campaigns in both the traditional media and on the internet.
© Melissa How, 2011 2
Media Selection
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 3
Campaign Objectives
A communications campaign usually aims to fulfil one or more of the following objectives:
Brand building Arousing Interest Motivating Action
© Melissa How, 2011 4
MEDIAONLINE OR OFFLINE?HOW DO YOU CHOOSE?
© Melissa How, 2011 5
Consumer Perceptions
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’
Figure 1: Summary of the different characteristics of mediaFigure 1: Summary of the different characteristics of media
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Media Attributes
TRADITIONAL
Unidirectional Passive audience Loosely targeted Advertising wear-out Branding and awareness Difficult to measure
INTERNET
Collaborative Interactive audience Highly targeted Tailoring / Mass
customisation Direct response Unconstrained Highly measurable
© Melissa How, 2011 7
Best Approach
Is Integration of media
Multi-channel campaigns achieve the best results
© Melissa How, 2011 8
Scheduling and MeasuringOnline Advertising
WebsitesLanding pagesElectronic Direct Marketing (Email)Digital display (banner) advertisingSponsored links, i.e. Google AdWords, Facebook advertisingOnline video, i.e. news portals, YouTubeWeb 2.0 social media, i.e. networking sites, blogs, apps, virtual worlds
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Quantitative DataHits 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
Figure 2: Web analytics for monitoring and measuring digital campaignsOther measurables: click-level costing and direct response
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Performance Outcomes
Audience Traffic Reach Customer response Sales leads Goal conversion Revenue Overall channel performance
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Qualitative Data
Online forms, forums, questionnaires and feedback: Customer satisfaction Purchase intention Ad / brand recall Customer life expectancy Net Promoter Score
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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)
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Marketing Metrics - Macro
Management Metrics as they should inform Marketing Strategy
Top down view of marketing goals and objectives
ProfitabilityMarket GrowthMarket ShareMarketing ROICustomer Retention (Lifetime Value)Net Marketing ContributionMarketing ROS (Return on Sales)Brand Equity
Macro
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Marketing Metrics - Micro
Sales Revenue Sales Volume Media Spend Customer Acquisition Conversion Lead Generation Purchase Intention Brand Favourability Ad Recall Cut-through Reach CPC (Cost-per-click) CPM (Cost per 1000 impressions) Web Analytics
Micro
Management Metrics as they should inform Marketing Strategy
Top down view of marketing goals and objectives
© Melissa How, 2010 15
MARKETING WISE
MELISSA HOWMarketing ConsultantStrategy PlanningDigital Marketing
Master of Entrepreneurship & Innovation (MEI)Masters of Commerce (Marketing)
www.marketingwise.com.au@Marketing_WiseFacebook.com/melissathowLinkedin.com/in/melissa.t.how
Melbourne, Australia