• Level 1: Business effectiveness measures • Level 2: Marketing effectiveness measures • Level 3: Internet marketing effectiveness.. Level 1: Business Effectiveness Measures[r]
Trang 1Measuring Internet Marketing Effectiveness
Week 12
Trang 2• The maintenance Process
• Measuring internet marketing effectiveness • Measuring the flow effect
• Responsibilities in web site maintenance
Trang 3Web Document Review & Update
Trang 4The Maintenance Process
• Write – This stage involves writing the marketing copy, designing the layout of copy and associated images
• Review – check for errors before document is published
• Correct – updating results of stage 2
• Publish – putting the corrected copy on a web page that can be checked further
• Test – final test is performed for technical issues
Trang 5• When product information has been static for two months
Trang 6Responsibilities in Web Site Maintenance
• The questions to ask are: • Who owns the process? • Who owns the content? • Who owns the format?
• Who owns the technology?
Trang 7StandardDetailsApplies to
Site structureWill specify the main areas of the site, e.g products, customer service, press releases, responsibilities
Content developersNavigationMain menu on the left, home button must be
accessible from everywhere Web site designer.webmaster usually achieve these through site templatesCopy styleGeneral guidelines, product specifications,
digestibility on screen Individual content developersTesting standardsCheck site functions for:
•Different browser types and versions•Plug-ins, individual links
•Speed of download of graphics•Spellcheck each page
Web site
Corporate branding &
graphic design Specifies the appearance of company logos and the colors and typefaces used to convey the brand message
Web site
designer/webmasterProcessThe sequence of events for publishing a new
page or updating an existing page all PerformanceAvailability and download speed figures
Web site standards
Trang 8Measuring 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?
Trang 9Creating a Measurement Process
• Highlighting the need for metrics• Identifying metrics (SMART)
• Reviewing the metrics• Acting on the results
Trang 10Which Measures to Use
• Level 1: Business effectiveness measures • Level 2: Marketing effectiveness measures • Level 3: Internet marketing effectiveness
Trang 11Level 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
Trang 12Level 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
• Impact of Internet on customer satisfaction, loyalty and brand
Trang 13Level 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
Trang 14Level 2 – Marketing costs
• Reduction in cost of promotional material • Cost of acquiring a new customer
• Cost of developing/supporting an existing customer relationship through time
• Also some less tangible elements such as corporate image and brand enhancement
• Building long-term client relationships and
Trang 15Level 3: Internet Marketing Effectiveness
• Capture – how effective are we in attracting customers to site using online and offline promotion methods
• Content – how well are customers supported with information and ease of use through the content and design of the site
• Customer orientation – does the content suit its target audience
• Community and interactivity – how well are the
customers’ needs as an individual met by providing community facilities and establishing an interactive dialogue
Trang 16Level 3 - Further Elements
• Awareness efficiency – target users/all web-users
• Locatability/attractability efficiency – number of individual visits/number of seekers
• Contact efficiency – number of active visitors/number of visits
• Conversion efficiency – number of purchases/number of active visits• Retention efficiency – number of
Trang 17Online Measurement Methods
• Online web metric and server log files • Hits and page impressions (views)
• Site visits (user sessions) • Web site auditors
Trang 18Log File Information
• Page impressions for different parts of the site• Page impressions broken down by different time
• Page impression by domain
• Page impression by browser type• Referring sites
• Exit pages
• Document trails
Trang 19Tools for Measuring Web Site
• 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
Trang 20Measuring Individual Behavior
• Registration
– A suitable incentive – most customers will give information if they will receive something in return– A tacit agreement to enter into a medium to long term
agreement with customer that he or she will enter the site again
– Trust on the part of the customer, which will be based on his or her perception of a company’s brand and credibility
• Cookies
Trang 21Offline Methods of Metric Collection
Enquiries or leadsNumber of online e-mails
Phone calls mentioning web siteFaxed enquiries mentioning web site
SalesOnline sales or sales in which customers state they found out about the product on the web site
Conversion rateCan be calculated separately for customers who are registered online and those who are not
Retention ratesIs the ‘churn’ of customers using the web site lower?Customer
satisfaction Focus groups, questionnaires and interviewsMystery shoppers Brand enhancement Focus groups, surveys
Trang 23• How effective is the particular appeal? • How well does the page suggest follow
through or call to action?
Trang 24Customer Loyalty, Satisfaction and Brand Impact
• Online questionnaires • Online focus groups