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OCM u Tracking Ads and more

OCM u Tracking Ads and more. The Office of Communications & Marketing (OCM) louisville.edu/ocm. About OCM. OCM is under the Advancement Office for the University. OCM is charged with maintaining and promoting the university brand and strategic marketing mission, as a whole.

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OCM u Tracking Ads and more

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  1. OCMu • Tracking Ads and more • The Office of Communications & Marketing (OCM) • louisville.edu/ocm

  2. About OCM • OCM is under the Advancement Office for the University. • OCM is charged with maintaining and promoting theuniversitybrand and strategic marketing mission, as a whole. • louisville.edu/ocm/ • Find ALL of the material from this presentation at: • louisville.edu/ocm/ocm-u-training

  3. What are you doing? • Are you advertising (a product, service or offer)? • Are you branding (a company or product)? • Are you promoting (an event or offer, usually time-based)

  4. Be Big Brother • Modern technology lets us track (almost) everything • Print (invites, post cards, fliers, posters) • Print ads (newspaper, want-ads, penny savers) • Media – radio, T.V. and rich internet media • Crowd sourcing – online and traditional • Outdoor, movie theater or other display ads • Word of mouth – events, training, socializing • The difference between a successful marketing campaign and failure is usually in the numbers. • Learn to track everything from today on… • Example traffic reports…

  5. Traffic Report - sample

  6. Tracking non-digital in a digital age • Track traditional media - directly • Print (invites, post cards, fliers, posters) • Costs vs. # sent or printed • Print ads (newspaper, want-ads, penny savers) • Costs vs. total or estimated viewership • Media – radio, T.V. and rich internet media • Cost vs. mass-viewership (usually estimates) • Crowd sourcing – online and traditional • Costs vs. engagement # • Outdoor, movie theater or other display ads • Cost vs. impressions • Word of mouth – events, training, socializing • Cost vs. impressions

  7. Tracking non-digital in a digital age • Track traditional media – indirectly • Print (invites, post cards, fliers, posters) • Print ads (newspaper, want-ads, penny savers) • Media – radio, T.V. and rich internet media • Crowd sourcing – online and traditional • Outdoor, movie theater or other display ads • Word of mouth – events, training, socializing • Indirect tracking demands that you have historical data so you can compare trends such as; • Lift in sales • Increased visitors • Increased mentions • Increased donors, likes, etc.

  8. Track EVERYTHING online • If it’s digital, it’s traceable! • No matter what (marketing) you do online, be sure you track it. • There are many forms of tracking • Product-based tracking • Web-based tracking (Google Analytics) • Email-based tracking (Campaign Monitor, Mail Chimp, Constant Contact, etc.) • Log-based tracking (for the die-hard nerds)

  9. Start with the basics • Use Google Analytics: http://google.com/analytics (show it) • Anything driving to a web property should use a tracking URL • When marketing, pay to get tracking for email campaigns • All online advertising comes with tracking (or don’t buy it)

  10. Start with the basics • Use Google Analytics: http://google.com/analytics (show it) • Anything driving to a web property should use a tracking URL • When marketing, pay to get tracking for email campaigns • All online advertising comes with tracking (or don’t buy it)

  11. Digital Tracking in Two Minutes • Have a link or page you want to drive traffic to. • Copy the link and go here: http://support.google.com/analytics/bin/answer.py?&answer=1033867 • Your new URL will look like this: • http://louisville.edu/?utm_source=KY%2BFairgrounds&utm_medium=Billboard&utm_term=Our%2Bads%2Bcause%2Baccidents&utm_content=LOOK%2C%2BDon't%2BDrive&utm_campaign=Cause%2BAccidents • Minify the URL if you need to: use UofL.me, Goo.gl or Ow.ly

  12. Determining effectiveness • Look at your reports • Did you succeed? • Traditional media • Did it increase your benchmarks? • Are you getting anecdotal feedback? • Email – over 11% open rate and over 11% click rate • Website lift? Did you spend less than $1.00/click or less than $1-$6/thousand impressions? • Social media - varies

  13. Contact • OCM Online Contact(s) • Jeff Rushton – digital media • Office of Communications & Marketing (OCM) • jeff.rushton@louisville.edu • 502-852-8119

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