royal

How Sophisticated Are Your Digital Campaigns?

  |  December 13, 2012   |  Comments

Five simple measures of success for calculating the ROI on your digital campaign.

There are many formulas that people come up with to measure the return on investment on their digital campaigns. As marketing programs mature over time, the measurement becomes more sophisticated; perfect nirvana being that the digital measurement can be tied into an actual "real-world" transaction.

Here are five simple measures of success.

  • Measure I: Is it cheaper? Marketers use digital because they feel that the cost of engagement is a lot cheaper than what it takes to engage with the consumer over a paper-based channel. Email, mobile, and social allow you to cut down significantly on the cost of communication. The key question to ponder is do you measure total sends divided by the cost of communication or do you measure the total engaged divided by the cost of communications?
  • Measure II: Is it quicker? Just "click" and your message could be right in front of your consumer. Sometimes, the need to quickly get to the consumer is imperative. Filling last-minute empty seats or reminding the consumer that something is due or requesting consumers to check in to a flight are good examples of right-time messaging. While speed is important, make sure that your message is "correct."
  • Measure III: Can you adjust based on the ability to track? Marketers have the opportunity to measure views, clicks, and differently defined stages of conversion. Many marketers view these campaign statistics and are able to modify or adjust their campaigns. A "quick" test will help a marketer test out the "perfect" message. The perfect messaging cycle should involve an A/B test followed by the campaign, followed by a detailed analysis before launching the next campaign.
  • Measure IV: Can you personalize your messaging? I never delete my electronic statement from my bank, digital receipts that I want to opt in to, or requests for information (by me) on social media channels. If the message is personal and important, it stays. You want to track what people are doing, place them in segments, and personalize each message uniquely (or strive to) toward recipients.
  • Measure V: Can you leverage this information across channels? Your goal as a marketer is not just to send a message but to be interactive. To be interactive you need to build preference repositories about your consumers so you can create a two-way dialogue with your recipients. Successful brands will pass along this interactivity across channels. So an action at an ATM might lead to a receipt on your mobile, which might trigger an email. Your goal is to not only cross digital channels, but to leverage this digital information across your more traditional channels.

I deliberately numbered each of the above from I to V. Brands usually start off in digital because it is cheap and quick, number I or number II. They get a little more sophisticated when they adjust their campaigns (III). They begin to excel (IV) when they create interactive personalized streams. Perfect nirvana (V) is reached when brands can do this across channels.

See where your brand stands. Most brands are at a three, some are even a four, with many striving for a five rating. The closer you are to a five, the higher your degree of sophistication.

Royal image on home page via Shutterstock.

ClickZ Live Toronto Twitter Canada MD Kirstine Stewart to Keynote Toronto
ClickZ Live Toronto (May 14-16) is a new event addressing the rapidly changing landscape that digital marketers face. The agenda focuses on customer engagement and attaining maximum ROI through online marketing efforts across paid, owned & earned media. Register now and save!*
*Early Bird Rates expire April 17.

ABOUT THE AUTHOR

Sundeep Kapur

Sundeep Kapur has been assisting organizations with their converged channel marketing strategies since 1990. From direct marketing to digital to converged, he is a passionate teacher who works with businesses across multiple industries, helping them to enable technology and services to brand, and personalize and speak to consumers more effectively.

He is an industry-recognized expert who has delivered keynotes, run panels, and delivered "relevant, inspirational, and outstanding" education for organizations around the world.

Sundeep is also an avid user of social media, having leveraged words, pictures, and video into a conversational digital book. His daily dose of best practices can be found at www.EmailYogi.com, where he has more than 1,200 articles on best practices.

COMMENTSCommenting policy

comments powered by Disqus

Get ClickZ Social newsletters delivered right to your inbox. Subscribe today!

COMMENTS

UPCOMING EVENTS

Featured White Papers

ion Interactive Marketing Apps for Landing Pages White Paper

Marketing Apps for Landing Pages White Paper
Marketing apps can elevate a formulaic landing page into a highly interactive user experience. Learn how to turn your static content into exciting marketing apps.

eMarketer: Redefining Mobile-Only Users: Millions Selectively Avoid the Desktop

Redefining 'Mobile-Only' Users: Millions Selectively Avoid the Desktop
A new breed of selective mobile-only consumers has emerged. What are the demos of these users and how and where can marketers reach them?

Jobs

    • Contact Center Professional
      Contact Center Professional (TCC: The Contact Center) - Hunt ValleyLooking to join a workforce that prides themselves on being routine and keeping...
    • Recruitment and Team Building Ambassador
      Recruitment and Team Building Ambassador (Agora Inc.) - BaltimoreAgora, www.agora-inc.com, continues to expand! In order to meet the needs of our...
    • Design and Publishing Specialist
      Design and Publishing Specialist (Bonner and Partners) - BaltimoreIf you’re a hungry self-starter, creative, organized and have an extreme...