Evaluation of Digital Marketing Methods

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  • Created by: Sess
  • Created on: 12-05-15 17:25
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  • Digital Marketing Evaluation
    • Consumption Metrics
      • 1) Page Views (Blog/Site)
        • Help identify what content is being consumed
      • 2) Unique Views (Blog/site)
        • Overall size of audience and how much traffic is repeat visits
      • 3) Average time on page (Blog/site)
      • 4) Email opens (Email)
        • How many, at what time so you can plan what subject lines/when to send
    • Retention Metrics
      • 1) Return Rate (Blog/site)
        • Whos revisiting the site
      • 2) Bounce Rate (Blog/site)
        • Calculated via exit/entry time. If both are same, theres a chance its a bounce
      • 3) Pages per visit (Blog/ site)
        • Quantifies who clicks around
      • 4) Follower count (Social Media)
        • No. of people who want more of your content
    • Sharing Metrics
      • 1) No. of Shares
        • What shares well
      • 2) No. of likes
        • What is liked?
      • 3) Email forwards
    • Engagement Metrics
      • 1) Comments
        • To gauge engagement level
      • 2) Session Duration
      • 3) Page Depth
        • How many pages viewed per session?
    • Lead metrics
      • 1) New Leads generated on our database
      • 2) Existing leads touched from database
      • 3) Funnel Conversion Rate
    • The Marketing Funnel
      • 1) Discover
        • Displays are targeted towards direct response goals
      • 2) Learn
        • Pay-per-click
        • Database builder leads
      • 3) Purchase
        • Marketing ready leads,buyers fill surveys with full contact info
        • Sales ready leads (connecting to decision makers)
    • E-Service Quality
      • The extent to which a website facilitates effective shopping
      • Customers evaluate based on...
        • Info availability + content
        • Privacy/ Security
        • Graphic Style
        • Fufilment
        • Ease of Use
    • 1) Start by looking at measurement metrics
      • 2) Review social media campaigns
        • 3) Map your campaign
          • 4) Choose criteria + tools of measurement e.g. google analytiks
            • 5) Establish a benchmark
              • 6) Undertake a campaign, analyse the outcomes, propose possible changes
                • 7) Continue to measure frequently

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