Chap10 Digital Marketing
Chapter 10: Evaluation and Improvement of Digital Channel Performance
Introduction
Overview of the chapter covering the evaluation and improvement of digital marketing performance through digital channels.
Focused on digital marketing strategy, implementation, and practice.
Learning Objectives and Topics
Performance Measurement in Digital Marketing:
Understanding KPIs and tools to gauge digital marketing effectiveness.
Using Google Analytics for performance evaluation and enhancement.
Research and Management Activities:
Marketing research utilizing digital media.
Content management processes and responsibilities for customer experiences.
Case Study: Insights from Amazon's metrics-driven culture.
Performance Measurement Framework
Three-Stage Process:
Creating a Performance Measurement System: Establish a systematic approach to evaluate performance.
Defining Performance Metrics: Identify key metrics to assess performance effectively.
Tools and Techniques: Gather insights to refine and improve performance.
Success Factors for Improving Digital Marketing Effectiveness
Key Areas for Focus:
Metrics: Ensure the right diagnostic metrics are chosen.
Tools: Verify the capability of analytics software for metric collection and visualization.
Analysis: Assess if the measures are reviewed and interpreted timely.
Action: Implement measures based on insights for continuous improvement.
Performance Improvement Process
Four Main Steps:
Goal Setting: Define targets and desired achievements.
Performance Measurement: Monitor current performance.
Performance Diagnosis: Analyze reasons behind performance levels.
Corrective Action: Strategize actions to improve performance.
Categories of Digital Performance Management
WebInsights TM Diagnostics Framework:
Business Contribution: Analyze revenue contribution, costs, and profitability.
Marketing Outcomes: Evaluate leads, sales, and conversion efficiency.
Customer Satisfaction: Assess site usability and performance.
Customer Behavior: Examine profiles and clickstream data.
Site Promotion: Analyze acquisition efficiency and search visibility.
Causes of Attrition on E-commerce Sites
Common reasons leading to visitor loss:
Mismatched audience targeting.
Slow page loading times.
Ambiguous marketing messages.
Complicated navigation and poor user experience.
High costs associated with shipping and payment errors.
Lack of updated product information.
Google Analytics Questions for Review
Key questions to evaluate website performance:
What business impact do our marketing activities have?
Who are our visitors and what demographics do they represent?
Which marketing channels drive traffic and conversions?
What keywords generate visit and conversion rates?
How do visitors navigate and engage with the site?
How effective are calls-to-action in driving engagement?
Measures of Website Visitor Volume
Definitions and metrics:
Hits: Total files downloaded.
Page Views: Total impressions viewed by users.
Visitor Sessions: Total distinct visits to the site.
Unique Visitors: Distinct individuals visiting the site.
Measuring Social Media Marketing Effectiveness
Roles and Metrics:
Business Executives: Focus on revenue and reputation metrics.
Community Managers: Track engagement data like clicks and views.
Content Management Process
Steps for Continuous Improvement:
Writing, reviewing, correcting, and publishing content.
Ongoing testing and improvements to ensure effective content delivery.
Responsibilities for Customer Experience and Site Management
Key responsibilities include ensuring content ownership, format, and technology management.
Individuals involved:
Brand Manager: Content creation.
Web Manager: Technical oversight and review.
Legal Department: Compliance checks.
Case Study: Amazon's Metrics-Driven Culture
Discussion questions to explore:
Evaluation of Amazon's communication strategies.
Description of Amazon's marketing communication approach.
Analysis of technological advantages in marketing.
Comparison of Amazon's metrics culture to other organizations.