Posts Tagged ‘socialmedia’
marketing peter
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The Future of Online Marketing
The NMA held a conference in London on the future of online marketing. The discussion covered a lot of interesting topics surrounding the increasingly popular world of search engine marketing.
Website usability and conversions
Peter Ballard from Foolproof spoke about improving website usability to improve conversion rates from your search engine marketing campaigns. Useful tips from this sessions were as follows:
• Buying decisions aren't always immediate. Visitors return to sites they had bookmarked or printed out
• Comparison shopping is very popular, and visitors view comparison sites as true guides, often a wrong perception
• This results in lower visitor loyalty and the need for sites to convince users why they should buy from them
• Provide users information they might need to make a decision... don't just push for a sale.
Search marketing in the future
Nick Cox from Mirago spoke about the future of search engine marketing - both optimisation and paid advertising. His session highlighted the following:
• Regional search and Europe-wide search are both growing initiatives. Whilst Google is pushing towards regional search, Tier 2 search engines are driving for Europe-wide search services
• Shopping comparison sites are gaining popularity
• As Google slashes agency commission, there may be motivation for agencies to return to SEO to make up for lost commission revenue
• Personalised search might make search engine optimisation nearly impossible if different users see totally different results.
Email marketing
Peter Chapman from Blue Streak discussed email marketing - yes, email marketing! - it is not dead, and when done well, it still provides great results. The main tips provided for the future of email marketing were:
• Email marketing is most effective when segmented according to:
oStage of customer life cycle
oProduct usage
oGeography
• Email marketing will be integrated with SEO and PPC even more in the future, to provide a more robust marketing model with multiple customer touch-points
• New avenues of marketing such as RSS and SMS will complement email marketing in the future.
Web site visitor analytics
The current market leading web site analytics providers, WebTrends spoke about a handful of issues currently surrounding analytics packages and the future of analytics. The main points to be noted were:
• Not all users accept cookies. An estimated 5-10% systems do not accept 1st party cookies, and as much as 28% of users do not accept 3rd party cookies. Therefore always look out for solutions offering multiple tracking method options.
• Conversions are not always detected by the Google AdWords or Overture system. Users often come back to sites later to make a final decision or purchase. Analytics packages should be tuned to count these conversions
• Ways to calculate conversion rates include:
oNumber of conversions / Total visits
oNumber of conversions / Sum of daily unique visitors
oNumber of conversions / Absolute unique visitors
• Pay attention to segmentation information provided by website visitor data analysis, especially new versus repeat users, and referral sources.
The future of analytics providers seems to indicate a shift towards providing business analysis services rather than just tools. This need is being driven mostly by smaller businesses recognizing the need for visitor analysis but not having the skills to do it in-house.
Integration of analytics solutions with all forms of marketing, from PPC to email to banner marketing seems to also be on the upswing as client awareness improves.
The most immediate effect the above changes will bring about will be better navigation on website's, as businesses realize their customers' needs and optimise their site navigation to facilitate finding the information easily.
About the Author
1) The Future Of Online Marketing
2) Search Engine Marketing Consultancy
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metrics marketing
Thanks for visiting affiliatemarketinglaunchpad!
We hope you will find the metrics marketing information that you are looking for.
We welcome you to browse our website and use the search feature if there is something in particular you are looking for.
We"ve included some information on each page for your reading.
A great place to shop for metrics marketing products is Amazon. They have more than just books!
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Marketing KPIs Should Be Constructed Always
Companies are bound to be different from each other. Marketing objectives will be completely different for each of them. From these marketing objectives of the company, KPIs should be derived. The levers should be identified when it comes to achieving the objective. All the objectives should first be listed, and then the KPIs should be drawn.
The kind of levers should be decided upon. You should also know if you would be able to quantify them. Besides this, you should explore all the surrogates which can quantify the KPIs. There will be several factors taken into consideration when it comes to marketing KPIs for any brand. The first is the internal sales of the company.
Next the market share will be taken into account. The growth over the past years will be looked at as well. The evolution index which is the growth of the brand and category is what comes next. The awareness of the brand and how popular it is with the customers is also very important. What kind of share the brand has among customers is something which cannot be ignored.
It is a must that key positioning variables must also be looked at. Marketing is a very critical area, as there is a lot of competition today. However the right indicators must be kept in place and this will then help the company a great deal. The marketing objective must be aligned with the business strategy. This will be the first step in finding the right KPIs.
Organization goals should be kept in mind, marketing plans should be driven hard and all this will help determine the right KPIs. If the goal is to get new customers, they should be attracted with good measurements. All these measurements which are selected will be a good insight to the business view.
You can cover a lot of areas with KPIs. They will include growth, revenue, acquisition, and strength. Metrics should be set soon after looking at the key performance indicators. Outcomes should be sorted out, as the objectives have to be measurable. This has to be done with frequency, as it should not be overlooked.
The data should be accurate as well, and one also needs to be consistent with the collection of data. The inputs should be good, and the information must not be changed mid way. This will cause a low with the progress of the company. When KPIs are done there should be analysis done as well. With good assessment, a lot of changes can be done with the company.
With this, good strategies as well as plans can be made to promote and improve products, promotion as well as pricing. All this analysis through KPIs will help you explore new avenues. You can get a new target audience, you can develop new products and you can use new channels to make the services better.
You should also make sure that you do not have too many metrics. Your objective should be supported greatly with the help of KPIs.
About the Author
If you are interested in
marketing kpi
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