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ROI Marketing Tools & Tactics ResourcesResult(s): 1 - 10 of 26
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This is a book about how to measure marketing efforts and results in a world where the consumer is in charge. Starting with the premise that your website is the hub of all your marketing channels (advertising, sales, customer service and so on), the book explains why consumers are no longer a captive audience waiting for your marketing messages, but rather more like a large herd of discriminating, finicky cats. If you are still marketing to a captive audience with a single message, you are missing the boat and your marketing numbers will reflect that. Consumers want relevant and targeted marketing that takes into account where they've been, where they're going, their intent and motivation and their experience with your brand. Therefore, savvy marketers need to recognize and cater to a number of very different customer groups in various stages of the buying process. In other words, you have audiences within your audience. It's probably in your best interests to cater to different audiences with separate programs or campaigns. Authors Bryan and Jeffrey Eisenberg are the gurus of conversion marketing firm Future Now and creators of the "Persuasion Architecture" strategy. If you're practicing one-size-fits-all marketing, we suggest you download the complimentary chapters here and read the book.
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This Excel-based Google AdWords ROI (return on investment) calculator allows you to determine the optimal spending level and return on investment for running an AdWords advertising program. It is based on your daily spending level, estimated clickthrough rates, your product cost and retail and the cost of your keywords. Included with the complimentary download is an excerpt from this product management consulting firm's "Google AdWords Strategies & Tips Booklet".
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This company analyzes the collective behavior of e-commerce site visitors to anticipate and deliver relevant product suggestions on the sites of its clients, which in theory leads to increased conversion rates on their clients' websites. The service is offered on a PPC pricing model. While there is no enterprise installation required, their "Discovery for Retail" service will suggest products based upon the retailer's current inventory or other targeted factors, in combination with Aggregate Knowledge's computation of anonymous consumer behavior. The suggestions are displayed in a specially designed "Discovery Window" and are unique to each client. Overstock.com has stated that more than 20% of the purchases on their site during the 2006 holiday season were driven by their version of the Discovery Window.
This is an interesting example of true technical personalization as utilized by Amazon, wherein the company learns more about your behavior and the behavior of visitors like you in order to serve up increasingly relevant product sugggestions, offers and the like. However, instead of spending the millions of dollars that Amazon did to create the technology, participating retailers can use this service on a PPC basis.
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Atlas Solutions (formerly known as GoToast and Atlas OnePoint) offers a one-stop SEM tracking and management service that consolidates all your paid search activity into a single tool. So instead of managing multiple programs individually, you manage all your programs through one interface. This allows you to compare your performance across search engines, keywords and creative units (banner ads vs. text ads, for example). It also provides very sophisticated, automated rules-based bidding tools that allow you to manage groups of keywords like an investment portfolio, with expected ROI and bid maximums built into the system. One of the things to watch for when choosing a system like Atlas Solutions is the company's SEM partners, because if they are not integrated with an advertising venue that you use that is not a good thing. Atlas Solutions works with both Google and Yahoo! as well as Ask and many other US and international search engines.
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Not all online marketing and advertising is keyword based; you might also be offering your products to the masses via online comparison shopping sites. Properly listing and presenting your inventory can greatly improve your return on investment. Of course, every partner from Froogle to Shopping.com has different technical requirements for number of fields, delivery mechanisms, content, character limits, ordering, delivery timing and more. Channel Advisor specializes in managing and streamlining your comparison shopping search marketing across multiple partners with data feed optimization and automated bid management services. If this speaks to you, this site is a good place to check out useful Webinars and articles on the subject, such as "Why ROI Management on Comparison Shopping Engines is Important, and Useful Techniques for Doing It".
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ClipMetrics describes itself as an "online media measurement service". It works in combination with CyberAlert, which is a well-known media tracking and clipping service that monitors print media, websites, blogs, TV and "buzz" for mentions of clients and their competitors. ClipMetrics aggregates your press mentions and assigns viewership/readership metrics to each one. These metrics include Alexa ranking (for online properties) as well as reach per million, impressions, print circulation, author byline, etc. Clients are then served up media analysis charts and graphs that measure the effectiveness of their PR mentions and campaigns. This data can be exported to Excel. If you are like many PR pros this editor knows, you will then tabulate the real-world costs of advertising space in those publications to come up with hard-dollar figures and the ROI of your PR campaigns.
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Coremetrics provides Web analytics and online marketing services, with a focus on the Web's major retailers and an ability to capture, store and build individual site visitor profiles which can be optimized over time. The site features a number of informative Webinars on the subject of measurable marketing. They are informative to all, but especially valuable to online merchants, who have very specialized online marketing needs. Here you will find "Converting Searchers Into Buyers," "Multi-Channel Strategies: Creating a 360-Degree View of the Customer," "Increase Email Campaign ROI with Metrics" and "Driving Business Success Through Effective Online Merchandising".
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This company offers live chat services designed to increase e-commerce site ROI, and instead of charging a monthly fee it charges on a pay-per-transaction model. To up client conversion rates and potential for success, the software is configured to identify those site visitors who are most likely to result in a sale based on which pages they have visited, how long they remained on a page, where they came from, which keyword they used to find the website, which items they have in their shopping cart and whether they have previously purchased from one's site. These shoppers receive customized chat invitations to help seal the sale. Your own customer service staff/agents can be automatically connected to your customers to offer assistance, incentives, and suggest related items to upsell (as opposed to having to train an outsourced customer service live chat staff). Clients have offered statistics in the ballpark of abandoned shopping cart conversion rates increasing by 13%. Clients include H&R Block, Lending Tree, Godiva, Vermont Teddy Bear and Xerox.
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Determining your marketing ROI does not always require a flurry of spreadsheets and a graduate degree in Excel manipulation. Sometimes the calculations are very simple: how many customers do you have right now? How much do they spend? How many customers will you have next year? What are your gross margins? If you can answer 8 simple questions posed by this online marketing ROI calculator, you might have your game plan defined in the next 5 minutes. This tool comes to you courtesy of Cymbic, an enterprise marketing and consulting firm.
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How do you know whether or not your email marketing is reaching your audience effectively? Much like a print magazine can audit and verify its claimed circulation numbers, Emerging Audit can be used to audit the email campaigns you send out with email list rentals or your own house lists. It will audit for delivery, compliance and results. The service will verify hard facts like the number of emails sent, the bounce rate, the number of emails delivered, the open rate and how well the message complied with permission marketing rules and regulations. For example, your message may not have made it through to AOL subscribers for some reason. If you don't know that, you may blame sub par response rates on the creative, when the real problem is actually delivery to a specific ISP. The service is also supposedly able to verify delivery to the correct demographic group, which could be useful ammunition if your marketing message to IT managers in NYC actually wound up on desktops in Nebraska. The company plans to benchmark your campaign performances against those of your peers, although a critical mass will need to be reached in order to make such metrics meaningful. To start the audit, a piece of tracking code is inserted into your HTML email creative, and your results are viewed through a Web-based dashboard.
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