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ROI Marketing Tools & Tactics Result(s): 11 - 20 of 24
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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.
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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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Whether or not you advertise with Google AdWords, you can use the complimentary Google Website Optimizer tool to determine which combination of factors on your landing pages performs best. The tool will analyze the actions of all traffic coming to your site, not just AdWords clicks (although it is of course integrated with AdWords as well). The tool allows marketers to create endless combinations of landing pages, each with different headlines, images, graphics, calls to action and so on. It will then offer up charts and graphs that indicate which combinations performed best in terms of leading to a conversion. A conversion is defined by the marketer as a sale, a subscriber sign up, a request for a whitepaper or whatever your conversion may be. At the time of writing the tool/program was available on a beta basis to selected marketers (based upon an application process).
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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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SubjectSuccess is a databank of more than a million opt-in email marketing messages. It can be accessed by email marketers to perform competitive analysis and understand email marketing trends (yes, this service does cost money). SubjectSuccess monitors, filters and categorizes thousands of email messages a day. You can review current or past messages by brand, keywords, industry vertical, time period, frequency, volume, subject line, body text and more - plus you can see how effective each email was in driving traffic to a website or offer page. This allows you to benchmark your company within your category. In addition, ongoing reports highlight the most effective email campaigns across all industries on a daily, weekly and monthly basis. This enables you to learn from other industry verticals as well. The company has trademarked their Email Engagement Score and Email Ranking systems, which it uses to deliver up all this email marketing insight.
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What are your marketing peers thinking and doing about marketing performance measurement? The "2006 Marketing ROI and Measurements Trend Study", a complimentary download at this site, sheds light on the search for marketing ROI. In short, marketers are now "walking the walk", not just talking the talk of accountability by focusing more on metrics and reporting for their marketing efforts. Ironically, the study highlights the fact that many marketers have a conundrum: upper level management loves the analytics reports but won't shell out the dough for a good Web/marketing analytics package. Lenskold Group CEO Jim Lenskold is not just the author of "Marketing ROI: The Path to Campaign, Customer and Corporate Profitability", he is also a practicing consultant.
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Jim Lenskold is President of Lenskold Group and author of Marketing ROI: The Path to Campaign, Customer and Corporate Profitability. This site presents many of his articles and white papers as well as a complimentary ROI spreadsheet tool. This sample spreadsheet includes his ROI marketing basics such as key inputs into gross margin and marketing investment, plus a net present value calculation for a 12 month period. Of course this one spreadsheet does not work for all businesses but it gives you a good starting point to explore ROI marketing. There is also an ROI marketing quiz/self assessment at the site, as well as a Webinar and an excellent reading list.
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Marketing Central offers Web-based marketing automation tools for project management, workflow and trafficking, results tracking, digital asset management and more. At the time of writing, this editor happened to be in the process of shopping for a digital asset management system, which I can promise will immediately generate ROI simply by automating and organizing a very time-consuming task. While prices for these wonder tools are not available at the site, there are hands-on, live demos that you can quickly walk through to see how everything works and to assess which tools might be right for your company or your client. Marketing Central's marketing resource management system is used by more 12,000 marketing professionals; clients include Avon, Disney, Toyota, Vanity Fair, Unilever, Indiana University, Wachovia and the US Department of the Treasury.
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MarketingNPV's assortment of complimentary ROI calculators are available after a brief registration process. They include several marketing-specific ROI models, a marketing reallocator, decision trees, simulation tools, Marcov chains and more. We especially liked the Competitive Radar tool, which is based on military strategy. When you use the tool, a graphic tells you where offensive and defensive parties are, how close you are to coming under attack, and where you might find a breakout idea or two. At the site you will also find articles, whitepapers, interviews with CMOs and a career center and advice for high-level Internet marketing professionals. In addition to building marketing dashboards for major corporations, Marketing NPV publishes an online journal devoted to tools, techniques and resources to improve marketing ROI.
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This site provides articles, Webcasts, and conferences on business management issues. Here you will find a complimentary seven-part Webcast series on "Maximising Marketing ROI: Practical Approaches for Practical People". If you want to dive into the nuts and bolts of marketing return on investment, this is a good place to start. The Webcasts cover basic principles, best practice case examples and tips on how to make these techniques work for your own company or organization. The seven-part series covers the topics of Customer Relationship Management (CRM), loyalty cards, response rates, the media mix, forecasting and modeling for best ROI.
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