Download - Managing Your Marketing Roi
Please visit: http://www.Marketing-Calculator.com
Click here…
Marketing ROI is one of top strategies
• The top four ranked ‘back-to-basics strategies’• Each increased from four to 12 percentage
over prior year
79% 76%65% 61%
Top-Rank %-age
Source: Economy Weighs Heavily on Marketing Execs for 2009 Study: Top-Level Marketers Focused on Back-to-Basics Strategy, Struggling With Digital Concepts by Beth Snyder Bulik, Advertising Age Jan 8, 2009. Emphasis added.
Click here…
Marketing ROI definition unclear
Is it – • Better financial returns?• Backward looking or forward looking?• Short or long term?• Improved branding?
Click here…
Marketers use different tools
Consumer Marketers• Marketing mix• Mass media• Social marketing
B2B Marketers• Lead generation• Direct response
marketing• Marketing & sales
coordination
Click here…
Definition: Marketing ROIThe purpose of
Return on Marketing Investment (ROMI)
is to optimize Marketing Spend
for the Short and Long term
in support of the Brand Strategy
by building a Market Model
using valid, objective Marketing Metrics and Analytics
Click here…
3 Key marketing ROI concepts• Marketing effectiveness framework• Marketing effectiveness continuum• Marketing effectiveness culture
Click here…
Marketing effectiveness framework• Marketing effectiveness has many leverage
points
Strategy
Creative
Execution Marketing Mix Programs
Exogenous Factors
Click here…
Marketing effectiveness framework• Customer centricity is a key component to
drive ROI
Information Processing
Shopping
Brand Preferences
Channel Preferences
Segments
Click here…
Marketing effectiveness continuumAc tivi ty Trac kers
Campaign Measurers
Mix Modelers
Consumer Analyzers
Brand Optimizers
• Most marketers act at the lowest levels, with little data and analysis
• Those marketers operating at higher levels make improved decisions
Increasing ROMI Sophistication
Click here…
Marketing effectiveness culture• Improving marketing ROI requires a change in
organizational culture
Metrics & Measurement
Modeling & Budgeting
Monitoring & Management
Click here…
A sampling of DemandROMI projects Quick Serve Restaurant
– 8% projected revenue increase (~$25M) – with no increase in marketing investment
Major Software Provider– Identified the 50% of the marketing budget being wasted
Consumer Package Goods– Product launch marketing mix mismatch cost 2% market share (worth
a 40% increase in revenue)
Where else can you get that type of return on any other marketing investment?
Click here…
For more information…Guy R. Powell – [email protected]: Marketing-Calculator.comBlog: MarketingTactegy.com
DemandROMIProve and improve your marketing effectiveness
404-816-4344www.DemandROMI.com