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ROI Marketing Tools & Tactics Result(s): 1 - 10 of 19
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.
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".
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.
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.
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".
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.
This company is the inventor and patent holder of the eyetracking "heatmaps" you have probably seen on Web page usage studies. The places where users' eyes go most often are indicated with various colored blobs to indicate their importance. Eyetracking is a fascinating concept and this is the place to indulge yourself if you agree.
In a study recent to the time of this writing, eyetools has pinpointed what is called "Search's Golden Triangle". This term refers to the fact that the vast majority of eyetracking activity during a search on Google (whether organic or paid) happens in a triangle. Users' eyes start at the top of the search results page on the first result, then move in a sort of arc to a point on the bottom left side of the page above the fold. This area appears to include top sponsored and top organic results plus Google's alternative results, including shopping, news or local suggestions. For those of you who are geometrically challenged, a graphic shows that this is indeed a triangle lying on its side with its apex at the upper left hand corner of the page. ;) There are two approaches that eyetools seems to employ:
- Contracted services that include focus groups; and
- For those DIY types, you can purchase the eyetracking technology built right into a computer monitor and track away all you want.
You can improve the ROI on your Google AdWords advertising campaigns by taking advantage of AdWords' demographic targeting capabilities, which will help you find sites within the program that cater to your target audience so you can run your ads on those sites. The demographic website data used by AdWords comes from comScore Media Metrix. Using the AdWords site tool, you pick your preferences in up to three different demographic categories. The system will analyze your preferences and create a list of available Google Network sites that are popular with that audience. If you select multiple demographics, the AdWords system will look for sites that match all of your preferences. In addition, you can list site URLs and describe topics that match your ad. Remember, the tighter your target audience the more likely your relevance is apt to be higher, which should result in higher clickthroughs and - more importantly and ultimately - better ROI (return on investment) at the back end.
Savvy marketers have long believed that the Holy Grail of search engine marketing is not necessarily being number one in search results, but rather, being near the top of those results. If you are a Google AdWords user, you can now test and verify this philosophy yourself with the Google AdWords Keyword Positions report. This report will correlate your ad's position in paid search results with the number of visits and conversions generated, by keyword. You may find that your ideal position is number two or three or even four, and you can then optimize your AdWords advertising for this position preference. By the way, the reason that a slightly lower position may work better is that, psychologically, Web searchers like to work a little bit for their information. Not too hard, mind you, but just hard enough to make them feel like they put some effort into finding a company or service to fit their needs.
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Last Updated: Thursday, June 13, 2013
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