Principles of Monitoring a Marketing Campaign PDF

TOPIC 5:PRINCIPLES OF MONITORING A MARKETING CAMPAIGN Marwa Mohamed 1 The Benefits of Monitoring a Campaign How can we improve?...

TOPIC 5:PRINCIPLES OF MONITORING A MARKETING CAMPAIGN Marwa Mohamed 1 The Benefits of Monitoring a Campaign How can we improve? Where have we been Are our and where activities are we now? How far are working? we from Are we achieving achieving them? our goals? Marwa Mohamed 2 Customer satisfaction and retention Ensuring they have a Indicates the likelihood of positive experience with customers making future the organization, purchases, based on the including through the premise that satisfied messages conveyed customers through campaigns. Willingness to recommend and have Remain loyal positive word-of-mouth marketing is free and highly effective. Marwa Mohamed 3  Financial implications Demonstrating that previous campaigns will help marketers to delivered a strong return, secure budget from the and using forecasts to finance department illustrate likely future returns, Marketers have often been criticized for not speaking the language of business – finance – which has affected the reputation of the profession. Marwa Mohamed 4  Adapting campaigns adapt campaigns, need to build in flexibility at the planning stage so that you can respond and react to changing circumstances. Selecting the right data, analyzing it and drawing the right insights understand how to compare from it will help you determine actual performance with and justify which elements of the expected performance, campaign to adapt, and how. Marwa Mohame7d Identify How Campaigns Can be Monitored Data and information An analytic : A metric : is most associated for A measuring example with online activity such as Google Analytics to system that find and understand data quantifies a trend about visitors to their for measuring websites. performance Analytics are tools used to provide data for metrics.. Marwa Mohamed 8  Start with Use KPIs to your improve campaign Measure Use KPIs as a performance strategy & simply command and objectives because other control tool companies do Understoo Define the d by questions Hard-wire pe you need an your KPIs to Measure only ople Do-KPIs answer to incentive Don’t -KPIs what is easy to collect systems Customize KPIs to your Let your KPIs needs get out of date 7 Marwa Mohamed  Tracking marketing channels Multi-channel campaigns, integrating online and offline channels, are increasingly common, but each different channel of communication for the marketing campaign is likely to be monitored differently. Marwa Mohamed 16  Online/offline measurement tools It’s relatively easy to track online behaviour through the direct actions of consumers on your website, social media and other platforms, but measuring offline activity is more difficult However technology is helping, by integrating online and offline campaign and monitoring elements. Marwa Mohamed 17  Customer feedback Online reviews and sentiment: Social media platforms allow customers (and non- Website feedback customers) to share their forms : views on campaigns, and You can encourage you can use monitoring Interviews and focus visitors to your site to tools such as social media groups comment about the listening and sentiment marketing campaigns analysis to gain insights These provide more from these sources that Surveys qualitative feedback that led them there. You need to display can help inform (or help because they allow the you adjust) your campaign. interviewer/researcher feedback forms prominently on the site so that users Marwa Mohamed 18  Real-time monitoring How many what you people are wanted on your site Monitor how a campaign them to do right now. is doing in real time. Which ‘goal Their geographic conversions’ locations and the sites Many organizations use have they clicked through Google Real-Time occurred from. Analytics, which help them understand what visitors Which pages or events to their website are doing they’re now. Marwa Mohamed interacting 11 with.  Real-time monitoring Spotting and correcting issues and errors – like a broken web-link – very quickly. Getting instant notification A better understanding of of changes in competitor trends and being able to strategy and tactics. quickly adjust to them. Advantages Cost saving as a result of time saving. Better insights into current performance 22 allows you to avoid missing out on sales Implement immediate because of low stock levels, for changes to increase example, or losing revenue by selling conversion rates and revenue. too much too cheaply when stock is scarce. Marwa Mohamed  Real-time monitoring Disadvantages require a different culture and ways of working. People need to react quickly, which may not come naturally Demand large processing capability. to those who are used to getting information on a weekly or monthly 22 basis. Marwa Mohamed Marwa Mohamed 14