Internet Marketing - the effectiveness of online marketing campaigns

Service Business

Internet Marketing - its effectiveness and Customer Experience Management

In recent years, internet marketing has gained a lot in the eyes of entrepreneurs. There is also a fresh approach to customer-brand interaction - the so-called Customer Experience Management (CXM). It is about monitoring and improving the overall experience that the consumer has in contact with the company. Many stages are taken into account - from finding a brand, through browsing and selecting an offer, to purchasing and caring for the buyer at a later time. So the key are:

  • the appearance and functionality of the website,
  • a pleasure to buy,
  • ease of transaction,
  • trouble-free delivery of goods,
  • comprehensive service in case of problems.

The customer is absolutely the most important here, which is why internet marketing is the necessity to infuse your eyes with the brand.

This type of monitoring is a continuous process, so there is no point in accounting for the results in stages. There are no planned campaigns here - they are just the company's day-to-day tasks to improve the customer experience with the brand. Consumer satisfaction must be constantly tested and there are a number of ways to do this. The most basic is the performance of periodic surveys in the form of questionnaires. They can take the most simplified form, as in the case of a certain Polish supermarket chain, which has small tactile monitors installed at the checkouts. On them, a question about the quality of service is displayed, addressed to the customer - and the customer can evaluate it using one of the three emoticons (smiling, sad and indifferent smiley). A simple but effective solution.

When it comes to internet marketing, the quality of the experience can be tested by analyzing website traffic - in real time or in the form of aggregated data for a specific segment of time. For example, a high cart abandonment rate indicates that changes are necessary at the final stage of the interaction - when making transactions. It may turn out that the customer gives up the purchase because he has not found a convenient form of payment or the price of transport is too high.

For such CXM monitoring, both standard Google Analytics platforms and more advanced software tracking the actions of individual Internet users are used. However, it must be remembered that it is not the observation that is most important here, but the conclusions that can be drawn from it and implemented as soon as possible. As mentioned before - CXM concerns a process, not closed-in-time campaigns, therefore any improvements resulting from the collected information must be implemented in real time. Why is it so important for the brand? Well, there are cases of companies that have little advertising expenditure - customers are mainly attracted by a positive impression from contact with the brand. And pleasant experiences are willingly passed on to friends, friends, family, and even strangers on forums and social networking sites - this is what word-of-mouth marketing is all about.

When monitoring CXM, you need to take into account independent factors that can negatively affect the consumer experience. After all, not only the quality of service and shopping convenience are important, but also the product / service itself. If the good on offer is simply poor, not even the prettiest and most functional website can fix it. Here, therefore, a concept broader than CXM should enter, i.e. marketing - a series of activities focused on a product.

Internet marketing - the effectiveness of network reach campaigns

Reach campaigns are those whose main goal is to reach the widest possible audience with the message. It is realized with the use of many simultaneously used communication channels. When it comes to Internet reach campaigns, there is a wide range of places at stake - social networking sites, news portals, industry vortals, search engine page, etc.

The criterion for assessing the effectiveness of this type of marketing campaign is simple - range. The stairs begin when you need to define a precise understanding of the word. Therefore, it can only be about the number of views of a given advertisement - then it is not difficult to get the results, because they are identical to the statistics of visits of the page on which the message is placed. Another - more desirable - result is the number of clicks on a specific ad. More advanced measures take into account the volume of sales of goods or services, obtained through the surveyed campaign.

When it comes to internet marketing, when analyzing the results of a reach campaign, the statistics provided by the companies managing the advertising networks, on the basis of which the service bills are issued, are of great help. We remind you of the most popular billing systems used by advertising hosting agencies:

Internet Marketing - Ad Billing Models
  • Cost Per Action (CPA) - you pay for a predetermined activity carried out by an internet user. This could be, for example, making a purchase or subscribing to a newsletter.
  • Flat Fee (FF) - a fixed fee, completely independent of the statistics of entries or clicks. The simplest billing system
  • Pay Per Click (PPC) - a very widespread system that consists in paying for a click by an internet user on a banner.
  • Cost Per Mille (CPM) - a fee for one thousand page views, generated by Internet users. Popular in the case of large thematic portals, enjoying a large and constant monthly audience.
  • Cost Per Lead (CPL) - payment for the contact details obtained, e.g. by completing a questionnaire.
  • Cost Per Order (CPO) - a fee for orders obtained thanks to the advertisement.
  • Cost Per View (CPV) - in this billing system you pay for each single display of the advertising message.
  • Combined models - for example, a mixture of fees per thousand impressions with payment for transactions made.

A great tool that allows you to accurately assess the results of reach campaigns is Google Analytics. Thanks to it, you can find out not only the total number of visits to the website (along with the time spent), but also the sources of this traffic. It is about the places from which Internet users accessed the promoted site - they can be, for example, a search engine, a link from another page or banners that have just been purchased. In this case, the easiest way to analyze the effectiveness of a marketing campaign is to divide the money spent on a specific ad by the number of hits obtained thanks to it. Google Analytics also allows you to learn about website users - from basic demographic data to behavioral patterns. Thanks to such information, it is possible to analyze the precise assumptions of the campaign - e.g. concerning reaching specific social groups with the message. In the case of marketing activities aimed at mobile users, the statistics of inputs from mobile devices will turn out to be important.

PR and internet marketing

Before we move on to the effectiveness study, it is worth saying a few words about what online public relations, i.e. e-pr, is. This concept is often confused with marketing - no wonder, as there is a lot of affinity here. Decisions about PR activities very often appear in extensive marketing plans. PR is much broader than internet marketing, which deals mainly with customer-brand relationships. Public relations extends relationship management to the broadly understood audience - the entire environment of the company, as well as its interior.So it is about the media, customers, company employees, state governments and other market players.

In the initial period of public relations development, this activity concerned only the so-called publicity. The concept is similar to propaganda - that is, one-way communication seeking to change attitudes, not always using correct information. The most important thing in publicity is the result. Later, the one-way approach was also dominant, PR was only about providing the public with true information about a given entity.

The change came when people began to postulate the necessity to maintain mutual relations based on the exchange of information and opinions. At the beginning, such activities were asymmetric, which means that one party (the PR entity) benefited more from the bond. Later, the concept of symmetrical relationships based on dialogue was developed, in which there is benefit on both sides. Its aim is to comply with the public opinion, i.e. to develop common judgments and attitudes. The PR department becomes an intermediary between the public and the brand itself, helping to achieve some consensus. Despite the many advantages of this approach, it seems that it is rarely practiced. Asymmetry and the model of one-sided informing dominate.

Public Relations - all activities that shape the relationship of a given entity with its environment. Building the image of the company / organization / institution / person, maintaining bilateral and symmetrical ties (the latest approach) with the audience.

These models can be better understood with a practical example. Let's go back to the manufacturer who wants to launch a new MP3 player on the market. Initially, he was unfamiliar with new concepts about PR, so he used the old and worn out model number two - that is, one-way communication, the sole purpose of which is to provide reliable information about the brand. After hiring a public relations specialist, our businessman decided to implement PR based on a bilateral and symmetrical relationship with the audience. He concluded that his company (producing and selling electronic gadgets) must become a pro-social enterprise. That is why he decided that he would consult key decisions on activities (production, investments, etc.) - through the PR department - with various groups. He made the clients themselves (thanks to online surveys, social media and a helpdesk), local authorities and communities the addressees and participants of public relations. He replaced the mechanical transfer of information with discussions, consultations and collecting proposals from the audience. In his advertising messages, he ordered to emphasize that his company is people-oriented - respecting the opinions of local residents and caring for the common interest.

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So, we have already discussed what public relations is - now let's move on to the issue of evaluating the implementation of solutions in this field. The key is to make the analyzes at three points - before, during and after the implementation of a specific PR campaign. Examining the existing state is important because only in this way can the end result be checked. A fundamental step - which must be taken when planning activities - is to define the main goals to be achieved. And for this it is necessary to define what is and must be changed. Let us return to the example of an entrepreneur who wants to launch an MP3 player on the market and has decided to establish a symmetrical relationship with the audience. Before the decision on a new PR model, opinions about the brand were rather neutral in the closer environment (i.e. among employees and contractors). The mid-range environment (the neighborhood where the company headquarters and production plants are located) was not very favorable. The further environment - the media and the consumers themselves - had little knowledge of the brand and thus lacked well-defined attitudes. The goals are self-evident - improving the image at the level of all audiences and establishing lasting and equivalent relationships.

Now let's consider the tools with which you can evaluate the effect of PR activities. In order to check how (and if at all) the brand is presented by the media, it is necessary to press clipping - collecting and analyzing all clippings, videos and quotes from the media of all kinds. It does not hurt to send out the questionnaires to representatives of the most important communication channels, i.e. local and national TV stations, websites and newspapers.

In turn, in order to examine the opinions of consumers, contractors, employees and local residents, questionnaires will be necessary - focused on both the quantitative and qualitative aspects. Focus research - preferably conducted on the same group as before the implementation of PR activities - may also prove valuable in this matter. Many conclusions can be drawn from the daily observations of employees at all levels. It is about, for example, talks with clients or contractors, contacts with institutions, reactions at fairs and exhibitions, etc. The success of public relations may also be demonstrated by increasing sales revenues and greater interest in the offer - these are indirect effects of such activities.

Internet Marketing - Viral Marketing Effectiveness

To begin with, let's recall what this form of brand promotion actually is and why its name sounds exactly this way and not another:

Viral marteting - "shifting" advertising activities onto the consumers themselves, who disseminate information about the brand and its products among themselves. It is also about conveying positive associations and a good image. Viral marketing implements the principles of Inbound Marketing, according to which the customer is to reach the company by himself. The best tool for viral marketing is a meme circulating on the web.

The best proof of the effectiveness of viral marketing campaigns is the contamination of cyberspace (and then the entire environment) with a meme - e.g. a neat slogan that after some time enters colloquial language. The marketers of the Era (today T-Mobile), who coined the slogan "such things are only in the Era", could find out about it. The saying has become extremely popular and it's hard to find someone who has never heard of it. In this way, the brand name became imprinted in people's minds along with a positive connotation - that Era offers something that someone else does not have. Colloquially speaking, viral marketing is effective when the promoted item is “talked about”. More precisely, the effectiveness of such a marketing campaign compared to the number of Internet users who encountered a given message - preferably in the shortest possible time, because what the Internet lives changes incredibly quickly. And only a small fraction of viral ads have a chance of permanently entering interpersonal communication. When assessing the campaign, the level of audience involvement is also important - e.g. participation in an action or competition, commenting, forwarding, etc. The degree of involvement is easy to assess when the viral message is, for example, a browser game that takes the user to a specific page after some time (landing page). page). In this case, you can measure the number of inputs from that particular source.

In viral marketing, supporting internet marketing, it is not only about materials created and uploaded to the Internet (clips, pictures) - the consumer's experience related to contact with the brand is also important. The thing is very simple - if you manage to create an excellent offer and sell it in an affordable way, people themselves will start to pass positive opinions about the company to others (their networks of friends). Here, this form of advertising clearly connects with CXM, i.e. Customer Experience Management.

The effectiveness of this type of viral marketing is less tangible - it can be seen in growing sales results, but it is difficult to distinguish its impact from a number of other factors. In addition, it is a long-term and continuous action, so it cannot be divided into individual campaigns with strictly defined means, goals, channels and time. Brand perception surveys can be a good way to try to measure performance - an increase in positive feedback can be tangible evidence of the performance of such passive word of mouth marketing.

Business indicators and internet marketing

Okay - the entrepreneur will say - I have all these statistics when it comes to internet marketing, about visits to the site, new visitors and better brand reputation, but how does this translate into hard business metrics? In the corporate language, such results are reflected in ROMI, i.e. Return On Marketing Investment. It is calculated as follows:

ROMI =

(marketing profit * coverage margin (gross) - marketing expenses) / marketing expenses

Internet marketing expenses are very easily measurable and - thanks to the available ad networks with different billing models - predictable. On the other hand, when analyzing marketing profits, you need to know the value of the conversion level, i.e. the ratio of the number of internet users performing a specific activity (in this case, purchasing a product) to the number of all entries (in the case of ROMI - to the entries generated by specific marketing activities). The concept of conversion can also be used to calculate the effectiveness of obtaining customer data - e.g. as a result of registration. Such information has a chance to translate into real sales revenues in the future.

There is also the question of measuring the elusive benefits of PR activities and the improvement of CXM. It is about a positive brand image that brings measurable profits only in the long run. You can try to find effects in the study of customer attitudes - for example, whether they are loyal to the brand. However, working on a reputation requires many years of effort and, at the same time, a lot of patience. Even the best public relations will not appear immediately on the sales statistics bars.

Internet Marketing - Campaign Effectiveness

And this is the last chapter of our series on internet marketing. We hope that it has fully explained all the issues that are difficult. It is worth remembering that advertising and image-building activities on the web are constantly changing, therefore knowledge in this field should be constantly updated.

Ten years ago, the world did not hear about Facebook, and today it gathers one sixth of the world's population on its pages, making it one of the best marketing platforms in history. At the turn of the century, there were many search engines - now all positioning activities are being adapted to the requirements of Google, which is absolutely ruling. Since so much has changed over the course of several years, who knows what awaits us in the next decades?