Forum Posts

sifat
Feb 16, 2022
In Wellness Forum
How often have you heard the term multi-channel thrown around as a marketing jargon? Quite often, I bet! You may have also heard about the concept of “cross-media” used whenever a marketer has presented a strategy. In today´s advertising world, campaigns are being designed to constitute a mix of “traditional” and “digital” media. Agencies understand that consumers and buyers are impacted by several kinds of media. Therefore, they are more frequently combining both traditional and digital media into their campaigns. This is referred to as cross-media campaigns. cross-media Do keep in mind that “omnichannel” refers to strategies where consumers can engage with a company in a physical store, on an online website or mobile app, through a catalog, or through social media. It is not only digital engagement. With an omnichannel campaign, potential customers can access products and services by calling a company on the phone, using an app on their mobile smartphone, or with a tablet, a laptop, or even a desktop computer. Each piece of the consumer’s experience should be consistent and complementary. Measuring the Success of Cross-Media Marketing Campaigns One problem encountered in cross-media campaigns is that different strategies, although executed in combination, are measured separately, in silos. This does not provide a complete view of a campaign and its results. It is no longer enough to have different views of the various media that impact a consumer or a buyer. A single customer view that presents the complete customer journey is needed. A prospect or customer can embrace in many touchpoints, traditional and digital, before making a purchase or closing a deal. These include searching on the internet, visiting an expo, visiting a website, visiting a store, engaging in social media, viewing a video, reading reviews, etc. All these can be part of one single customer journey, and if we don’t measure it in full, the results will provide an incomplete scope. In addition to cross-media, there is the aggregated complexity of cross-device. According to Pawel Gershkovich, global senior product manager at GFK, 35% of the people use two devices, 22% use up to three devices when engaging in a product research or purchase. We must also add two other complex dimensions: first, the device type (laptop/desktop, tablets, and smartphones), and second, the country. This is because the way consumers use devices and move from one to another, differs from country to country. To plan an effective campaign, marketers now need to understand what the consumer is doing across devices and how these activities interact with the traditional touch points country by country. Tracking all these and being able to measure the customer Philippines Photo Editor journey requires advanced technology, the combination of platforms, and the holistic skills of marketers that understand traditional and digital media. The data from all those media must be extracted, combined and correlated to draw useful conclusions. And despite all these, some things will not be measurable and cannot be predicted, but the more information a marketer can gather, the closer she can get to understand the consumer or buyer in her target. Metrics need to include measuring different people, in different segments, in various campaigns, so there is an understanding of the interaction online and in the store. Increasingly, people use multiple devices during the process of a single transaction. So, marketers need to make sure that they understand these interactions and are ready to interact. According to a study published by Telco 2.0 Research, if we take 100 potential customers, 65 of them start their research on a Smartphone, 25 starts on a PC/Laptop, and 11 starts on a Tablet. But not all of them finish on the same device. For example, out of the 65 potential customers that start on a Smartphone, 61 continue a PC/Laptop, and 4 continue a Tablet. From the 25 that start on a PC/Laptop, 19 continue a Smartphone and 5 continue a Tablet. And many of them might then decide to go to the physical store. So, all these combinations present a measuring challenge that needs to be considered since the campaign is being planned. Marketers using cross-media need to start breaking the silos using technology and intelligence as a connector between the traditional silos.
0
0
3
sifat
Feb 16, 2022
In Wellness Forum
Our Ahead of the Curve webinar series continued this week, with an informative session on web analytics. This time, WSI Digital Marketing Consultant, Andreas Mueller-Schubert, joined us from the beautiful Napa Valley region in California, USA. During the presentation, he showed how he uses data and analytics to help pivot and adjust his clients’ digital marketing strategies. In addition to sharing several tools and tips that you can use to leverage data in your decision-making process, he also talked about the concept of SMART goals. Many of our webinar attendees had questions about what SMART goals are and how you define them. As part of our recap, we’ve outlined what a SMART goal is and how you can easily set them for your business. If you missed our session on web analytics and web reporting and “How to Track the Metrics that Matter Most to Your Business,” we have included the full webinar recording at the end of this blog post. What is a SMART goal? SMART is an acronym used to help marketers best define their business goals. It helps ensure that the goals you are setting for your digital marketing strategy are actionable and attainable. We break down each aspect of a SMART goal below. What is a SMART goal? S – Specific Your goals should be clearly defined, and they should be easy to communicate to others. You should be able to explain, in precise terms, what each of your goals is and how they relate to your overall business objectives. M – Measurable Your goals should lend themselves well to data analysis. You should be able to track them in real-time, and you should know right away when they’ve been met or failed to deliver. A – Achievable Your goals should be realistic. Don’t aim low, but don’t let your goals Photo Editing Services get out of control, either. If your company made $1,250,000 in revenue last year, for example, don’t base your goals around making $4,250,000 this year. You want your team to feel inspired, not that they have an impossible mountain to climb. R – Relevant Your goals should relate to your big picture intentions. Brand awareness is essential, but you should be able to connect most — if not all — of your goals to real sales objectives. T – Time-Bound Your goals should have a designated start and end date. Working from a timeline is necessary not just for defining your goals but for measuring them. It will also help you stay consistent with your tracking methods. If a goal doesn’t pass the SMART test, try to rework it until it does. If no amount of redefining gets it to where it needs to be, drop it, and focus on the business goals that you know will help move your business forward in clear and concrete ways. For more details on how you can use your SMART goals, and other data points to help pivot your current marketing and SEO strategies, watch the recording from our webinar, How to Track the Metrics that Matter Most to Your Business (posted below). We also encourage you to listen to our other recordings and register for our upcoming session on our Ahead of the Curve page.
0
0
2
 

sifat

More actions