When it comes to marketing, the bottom
line is always the ROI, or Return On Investment. With a digital or mobile
marketing campaign this return may not necessarily be monetary, but there is
always an end goal that is desired. This end may be brand awareness. Either way,
metrics must be derived to at least estimate if a marketing strategy will be
worth undertaking. Being able to forecast revenue and growth is a key component
when dealing with potential clients. Showing that you have done your research and
are confident your strategy will reach the desired goals is a great way to get
the relationship off to a positive start. The CMO Guide to Marketing ROI from
this week’s readings contains a good tip that I believe is another key
component for clients, and that is “Create a culture of continuous
improvement”. Yes, in the end you want to reach the desired goal, but it is
also important to set smaller milestones along the way that show steady
improvement. Most organizations want to see ROI over different time periods, or
see certain hurdles met before they will continue to invest.
Slightly off subject here, but I wanted to
point out that Gartner.com, a digital marketing guidance website, has created
this amazing Digital
Marketing Transit Map. It is displayed as a regular transit map but with
neighborhood names replaced by business functions such as ad ops or web ops.
The tracks and stations along them are different strategies and applications
used by them. For example, the social line begins in the social neighborhood,
runs through the hub where all lines meet, and ends in the marketing
neighborhood. The most interesting line off all of course is the mobile line. It
runs in a continuous circle through all of the neighborhoods and the hub,
stopping at stations such as augmented reality in the data neighborhood and QR
codes in the ad neighborhood.
Digital Marketing Transit Map.
Retrieved June 25, 2014, from http://www.gartner.com/technology/research/digital-marketing/transit-map.jsp
No comments:
Post a Comment