Evaluating IBP Strategies

1. Evaluating IBP Strategies Professor Close

2. What is the best marketing? • The one that works. • The one where your target market and consumers get the message on their preferred modality. • The one that is remembered. • The one that sparks buzz. • The one that creates action or awareness. • The one that is measurable. • Today, I am focusing more on online advertising as a part of an integrated brand comm. strategy.

3. IBP Measurement • Be transparent. • Be accountable. • Advertising is an INVESTMENT not an expense. • Measure and benchmark and tweak and measure again. This quest for perfection doesn’t stop/ • Don’t go on your feeling here. • Go on results. • Make your communication objectives (stemming from the brand marketing objectives) clear and measurable.

4. Research Shows ROI • Benchmark data • Helps set realistic goals • Accountability • Measuring the whole campaign (broadcast, digital, events, PR, guerilla marketing, etc.) • No one size fits all measurement • Use different methods for different problems • Examples from my research

5. Media Measurements • Nielsen (let’s check out TV and web ratings) • Does each piece of the campaign work together to reach the communication goals set at the start of the campaign? • Check out the big picture. • Don’t miss the forest through the trees. • An ad can test well, but perform horribly. • Why?

6. Measuring New Media • New media has stronger ROI than old media. • More advertisers are shifting online. • The more supply, the lower the price. • Traditional media better start shifting if they haven’t yet. • Online marketing is getting better daily. • Google’s campaign insights.

7. Measuring New Media • The old way to measure new media: Measure clicks from display ads, Measure conversions from the clicks, Compare results from industry benchmark data • The new way to measure new media: incremental lift in BOTH search and visits resulting from online ads • New tactics lead to new metrics.

8. Measuring Social Media • It is not how many facebook friends you have. • Social media is just a platform to communicate • Don’t rely on it for sales • Use it to articulate or reinforce your mainstream campaign • Often, it is # of likes or retweets, but this is very surface level • How do you propose we measure efficacy of a company or organizations social media?

9. Online Analytics • Google’s tools: AdWords, Analytics Intelligence, Multi-channel funnels, Campaign experiments, & measuring competition • Click through vs. view through metrics • Neither tell the full story-why not? • Use a pseudo-experimental design to measure online ad campaign effectiveness • http://youtu.be/5XKZqvJPFKA

10. Analytics Intelligence • Alerts based on daily, weekly or monthly data • Odd things or jumps are flagged • Constantly monitor your site traffic to check out changes • Say, there is a big bouncerate for your new campaign • Change that campaign sooner than later

11. Multi-Channel Funnels • The last click gets the credit • What about the assists? • Many channels assist • We want conversions, but why and where and when did they convert to the sale? • Check out how consumers interact with your brand (interactions, path links, not just the final click, time lag, keywords)

12. Ad Words Campaign Experiments • AKA ACE • Accurately test and measure changes to keywords, ads, bids, placements, etc. in real time • How do changes impact campaign performance? • Performance metrics differ in real set up and experimental set up • Little risk, because you can revert back

13. Measuring Your Competition • Yes, you should try to do this. • There is an “analyze competition” tool on Google • See how your ad words performance compares to other business advertising on similar keyword categories

14. Takeaway thoughts • Industry is changing thus measurement is changing • No one universal assessment tool • Don’t be afraid to test with research-but test each major message in the campaign • Try to capture synergy (1+1=3) • When you measure, you know your room for improvement, which we all have.