internet marketing effectiveness
TRANSCRIPT
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Measuring Internet Marketing
Effectiveness
By-
Pankaj Kumar
Department of Management Studies
Pondicherry University
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Objectives
The maintenance Process
Measuring internet marketing effectiveness
Measuring the flow effect
Responsibilities in web site maintenance
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Web Document Review & Update
ProcessWrite
Publish Review
Test Correct
Publish
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The Maintenance Process
Write This stage involves writing the marketingcopy, designing the layout of copy and associatedimages
Review check for errors before document ispublished
Correct updating results of stage 2
Pub
lish putting the corrected copy on a web
page that can be checked further
Test final test is performed for technical issues
Publish published to the main web site
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Updating Material
Within two days of a factual errorbeing
identified
A new news item is added at least once amonth
When product information has been static for
two months
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Responsibilities inWeb Site
Maintenance
The questions to ask are:
Who owns the process?
Who owns the content?
Who owns the format? Who owns the technology?
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Standard Details Applies to
Site structure Will specify the main areas of the site, e.g.
products, customer service, press releases,responsibilities
Content developers
Navigation Main menu on the left, home button must be
accessible from everywhere
Web site
designer.webmaster
usually achieve these
through site templates
Copy style General guidelines, product specifications,digestibility on screen Individual contentdevelopers
Testing standards Check site functions for:
Different browser types and versions
Plug-ins, individual links
Speed of download of graphics
Spellcheck each page
Web site
designer/webmaster
Corporate branding &
graphic design
Specifies the appearance of company logos and
the colors and typefaces used to convey the
brand message
Web site
designer/webmaster
Process The sequence of events for publishing a new
page or updating an existing page
all
Performance Availability and download speed figures
Web site standards
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Measuring Internet Marketing
Effectiveness Are corporate objectives identified in the Internet
marketing strategy being met?
Are marketing objectives defined in the internet
marketing strategy and plan achieved?
Are marketing communications objectives
identified in the internet marketing plan achieved?
How effective are the different promotional
techniques used to attract visitors to a site?
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Creating a Measurement Process
Highlighting the need for metrics
Identifying metrics (SMART)
x Specific
x
Measurab
lex Actionable
x Relevant
x Timely
Introducing techniques to collect metrics andsummarize results
Reviewing the metrics
Acting on the results
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Which Measures toUse
Level 1: Business effectiveness measures
Level 2: Marketing effectiveness measures
Level 3: Internet marketing effectiveness
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Level 1: Business Effectiveness
Measures Direct online contribution to revenue
Indirect online contribution to revenue
Profitability of web site
Return on investment (ROI)
Operational cost reductions
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Level 2: Marketing Effectiveness
Measures Customer acquisition or new leads generated by the web
site
Sales generated directly and indirectly by the web site Impact on market penetration and demand
Customer satisfaction and retention rates of clients who
use the internet, compared with those who do not
Incremental or cross-sales achieved through the Internet
Impact of Internet on customer satisfaction, loyalty andbrand
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Level 2 Internet sales
Internet sales as proportion of all sales made
by company compared with sales by all
companies operating in the market
Internet sales as a proportion of all internet
sales for company
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Level 2 Marketing costs
Reduction in cost of promotional material
Cost of acquiring a new customer
Cost of developing/supporting an existingcustomer relationship through time
Also some less tangible elements such as
corporate image and brand enhancement
Building long-term client relationships andreducing churn of customers
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Level 3: Internet Marketing Effectiveness
Capture how effective are we in attractingcustomers to site using online and offline promotionmethods
Content how well are customers supported with
information and ease of use through the content anddesign of the site
Customer orientation does the content suit its targetaudience
Community and interactivity how well are thecustomers needs as an individual met by providingcommunity facilities and establishing an interactivedialogue
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Level 3 - Further Elements
Awareness efficiency target web-users/all web-users
Locatability/attractability efficiency number ofindividual visits/number of seekers
Contact efficiency number of activevisitors/number of visits
Conversion efficiency number ofpurchases/number of active visits
Retention efficiency number of
repurchases/number of purchases
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Online Measurement Methods
Online web metric and server log files
Hits and page impressions (views)
Site visits (user sessions)
Web site auditors
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Log File Information
Page impressions for different parts of the site
Page impressions broken down by different timeintervals
Page impression by domain
Page impression by browser type
Referring sites
Exit pages Document trails
Average length of visit
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Tools for MeasuringWeb Site
Performance WebTrends www.webtrends.com Analog: a freeware tool
www.statslab.cam.ac.uk/~sret1/analog Wusage www.boutell.com/wusage
Andromedia www.andromedia.com I/Pro site audit www.ipro.com Microsoft site analyst www.microsoft.com Superstats; a basic web analyzer
www.superstats.com
Hitbox www.hitbox.com NetOutcome www.redeye.com
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Measuring Individual Behavior
Registration
A suitable incentive most customers will giveinformation if they will receive something in return
A tacit agreement to enter into a medium to long termagreement with customer that he or she will enter thesite again
Trust on the part of the customer, which will be basedon his or her perception of a companys brand and
credibility
Cookies
Click-tracking
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Offline Methods of Metric Collection
Measure Measured through
Enquiries or leads Number of online e-mails
Phone calls mentioning web site
Faxed enquiries mentioning web site
Sales Online sales or sales in which customers state they found
out about the product on the web site
Conversion rate Can be calculated separately for customers who are
registered online and those who are not
Retention rates Is the churn of customers using the web site lower?
Customer
satisfaction
Focus groups, questionnaires and interviews
Mystery shoppers
Brand enhancement Focus groups, surveys
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Evaluation of Promotional Methods
Unaware
Aware
Attitude
Preference
Intention
Trial Repeat
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Communication Effects
How well does the page catch the readers
attention?
How well does the page lead the reader to gofurther?
How effective is the particular appeal?
How well does the page suggest followthrough or call to action?
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Customer Loyalty, Satisfaction and
Brand Impact
Online questionnaires
Online focus groups
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Thank You