Examples of digital campaign measures
An interactive marketing communications plan should have five main types of goals included:
1 Audience or traffic building goals
These define targets for using online site promotion and offline site promotion to drive quality visitors or traffic to a website or other social presence which convert to the outcomes required (sales, lead, newsletter sign-up, social interaction) at an acceptable cost.
Examples of SMART traffic building objectives which can be expressed as visits or sales:
● Achieve 100,000 unique visitors or 200,000 visitor sessions within one year.
● Deliver 20,000 online sales at an average order value of £50 and a cost-per-acquisition of £10.
● Convert 30 per cent of existing customer base to active use (at least once every 90 days) of online service.
● Achieve 10 per cent ‘share of searches’ within a market.
2 Conversion or interaction goals
Use onsite communications to deliver an effective message to the visitor which helps influence perceptions or achieves a required marketing outcome.
The message delivered on-site will be based on traditional marketing communications objectives for a company’s products or services.
For example:
● encourage trial (for example, achieve 10 per cent conversion of new unique visitors to registration or downloads of a music service such as iTunes or Spotify)
● build in-house permission-based list (increase email database by 10,000 during year through data capture activities.
● encourage engagement with content (conversion of 20 per cent of new unique visitors to product information area).
● persuade customer to purchase (conversion of 5 per cent of unique new visitors);
● encourage further purchases (conversion of 30 per cent of first-time buyers to repeat purchasers within a six-month period). To estimate a realistic number of conversions, we recommend creating conversion-based models like that Take, for example, the objectives of a campaign for a B2B services company such as a consultancy company, where the ultimate objective is to achieve 1000 new clients using the website in combination with traditional media to convert leads to action. To achieve this level of new business, the marketer will need to make assumptions about the level of conversion that is needed at each stage of converting prospects to customers. This gives a core objective of 1000 new clients and different critical success factors based on the different conversion rates.
If there are no products available for sale online, such as a luxury car manufacturer or a high-value B2B service offering white paper downloads, then it is less clear how to calculate ROI.
To get the most from campaigns which don’t result in sales online and optimise their effectiveness, it is useful to put a value or points score on different outcomes for example in the case of the car manufacturer, values could be assigned to brochure requests (5 points or £20), demonstration drive requests (20 points or £100) or simply visits to the site involving reviewing product features information (1 point or £1). This approach is known as value event scoring.
Through knowing the average percentage of online brochure requests or demo drive requests that convert to sales, and the average order value for customers referred from the website, then the value of these on-site outcomes can be estimated. This is only an estimate, but it can help inform campaign optimisation, by showing which referring sites, creative or PPC keywords and pages visited on the site are most likely to generate desirable outcomes. Gives an example of different types of events for a photo sharing site.
3 Third-party site reach and branding goals
Reach, influence and engage with prospective customers on third-party sites such as online news and magazines sites, portals and social networks.
● Reach a targeted audience of 500,000 during the campaign.
● Create awareness of a product or favourability towards a brand (measured through brand research of brand awareness, brand favourability or purchase intent through using an online brand-tracking service such as Dynamic Logic, www.dynamiclogic.com).
4 Multichannel marketing goals
Integrate all communications methods to help achieve marketing objectives by supporting mixed-mode buying.
Examples of mixed-mode buying objectives:
● Achieve 20 per cent of sales achieved in the call centre as a result of website visits.
● Achieve 20 per cent of online sales in response to offline adverts.
● Increase average amount spent in store for every active site visitor from £3 to £4.
● Reduce contact-centre phone enquiries by 15 per cent by providing online customer services.
5 Longer-term brand engagement goals
One of the biggest challenges of online marketing, indeed marketing through any channel, is to sustain long-term interactions leading to additional sales. These are measured through lifetime value, loyalty and customer interactions.
Customer engagement communication shows the importance of capturing and maintaining up-to-date customer details such as email addresses and mobile phone numbers.
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