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• Level 1: Business effectiveness measures • Level 2: Marketing effectiveness measures • Level 3: Internet marketing effectiveness.. Level 1: Business Effectiveness Measures[r]

Measuring Internet Marketing

Effectiveness

Week 12

• The maintenance Process

• Measuring internet marketing effectiveness

• Measuring the flow effect

• Responsibilities in web site maintenance

Web Document Review & Update

The 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

Responsibilities 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?

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 content developers 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 allPerformance Availability and download speed figures

Web site standards

Measuring Internet Marketing

• 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?

Creating a Measurement Process

• Highlighting the need for metrics

• Identifying metrics (SMART)

• Reviewing the metrics

• Acting on the results

Which Measures to Use

• Level 1: Business effectiveness measures

• Level 2: Marketing effectiveness measures

• Level 3: Internet marketing effectiveness

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

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 and brand

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

Level 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

Level 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

Level 3 - Further Elements

• Awareness efficiency – target users/all users

web-• 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

Online Measurement Methods

• Online web metric and server log files

• Hits and page impressions (views)

• Site visits (user sessions)

• Web site auditors

Log File Information

• Page impressions for different parts of the site

• Page impressions broken down by different time intervals

• Page impression by domain

• Page impression by browser type

• Referring sites

• Exit pages

• Document trails

Tools 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

Measuring 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

Offline Methods of Metric Collection

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 interviewsMystery shoppers

Brand enhancement Focus groups, surveys

• How effective is the particular appeal?

• How well does the page suggest follow

through or call to action?

Customer Loyalty, Satisfaction

and Brand Impact

• Online questionnaires

• Online focus groups