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Findings from ANA's sponsorship and event marketing measurement survey
ANA Magazine, Autumn 2013
This article features research into how American companies are measuring the results of their sponsorship and event marketing initiatives.
This article features research into how American companies are measuring the results of their sponsorship and event marketing initiatives. The findings point towards issues, trends and developments that will inform and improve decision making. The number of companies that have a dedicated budget for these forms of marketing have increased, although companies that have a standard process for measuring ROI account for less than half of those surveyed. The article includes comment from marketers of several US companies, including U.S. Bank and The Principle Financial Group.
Efficient frequency management
Mark Connolly, Admap, October 2013 , pp. 42-43
Research has found that digital advertising effectiveness is limited by bad practice in frequency management: this article explains how brands are wasting budget and how to combat this.
Research has found that digital advertising effectiveness is limited by bad practice in frequency management: this article explains how brands are wasting budget and how to combat this. Using research done with brand advertisers it is estimated that less than half of digital advertising spend reaches the right person, the intended number of times and in the right place. One finding is that the same ads are often served too many times to the same users with brands doing little to manage over-frequency impressions. Areas of the brand-publisher relationship also lead to waste, but a greater challenge is presented across publishers where frequency management is more difficult. It is argued that along with better management brand advertisers need new technologies to monitor ad publishing across all partners.
Air Wick finds success with Facebook targeting
Geoffrey Precourt, Event Reports, ANA Digital and Social Media, July 2013
This report show how Air Wick, the air-care brand made by Reckitt Benckiser, used targeted advertising to effectively reach moms on Facebook.
This report show how Air Wick, the air-care brand made by Reckitt Benckiser, used targeted advertising to effectively reach moms on Facebook. While the social media service is often associated with more glamorous brands and categories, approximately 100m of its users are female heads of household in the US. By zoning in on this group using a diverse range of datasets, as well as creating striking ads, Air Wick was able to drive up sales and core brand metrics for its scented candle that also changes color.
Social media's ROI
Joel Davis, Admap, July/August 2013, pp. 24-25
This article argues that brands need a robust social media strategy to have any hope of achieving real business value and profitable online relationships with users.
This article argues that brands need a robust social media strategy to have any hope of achieving real business value and profitable online relationships with users. It includes guidance on what kind of content brands should post on their social media programmes, the timing of these posts and other concerns including tone of voice and level of interactivity. The author advises that social media marketing is an ongoing project that needs fresh content and insight; the more competitors that use these channels, the more original brands need to become.
Social media's ROI: The future of social commerce
Paul Armstrong, Admap, July/August 2013, pp. 29-31
Although social commerce has been slow to develop, UK consumers devote approximately 10% of their time online to shopping, which could lead to new opportunities for Facebook and others.
Although social commerce has been slow to develop, UK consumers devote approximately 10% of their time online to shopping, which could lead to new opportunities for Facebook and others. However, a number of factors mean that social commerce is low priority for many companies, including fragmentation in strategies and vendors, and a reliance on PR-based rather than metric-driven results. To improve future efforts, payment processes will have to work more smoothly and the transfer between social platforms and brand-owned websites will need to be simpler. Looking ahead, Facebook's Graph Search function will provide the ability to map existing customers to create new ones.
The business return from social media
Erica Buckley, Admap, July/August 2013, pp. 20-23
This article argues that to get business value from social media, you must have a social media strategy that defines business objectives with appropriate metrics for the measurement of results against those objectives.
This article argues that to get business value from social media, you must have a social media strategy that defines business objectives with appropriate metrics for the measurement of results against those objectives. While it is important to track soft metrics (such as 'People are talking about this'), these are often inappropriate when trying to demonstrate a return on investment (ROI). Marketers are encouraged to develop a social media strategy with a clear vision of what social media will do for the business. Once this is agreed, they should create a key performance framework that defines what success looks like and how it will be measured. It is important to choose the right tool for measurement, which in practice is usually a variety of tools because there is no single tool available that offers everything. Common and frequent challenges include the difficulty of using automated tools to understand human sentiment and dealing with unmanageable amounts of data.
Social media's ROI: An open model for social measurement
Neil Major, Admap, July/August 2013, pp. 26-28
This article argues that media measurement models need to be open, not secret, to be successful, and offers a collaborative approach to measuring social media that could be a model for the whole industry to use.
This article argues that media measurement models need to be open, not secret, to be successful, and offers a collaborative approach to measuring social media that could be a model for the whole industry to use. The method follows the three-stage approach used by social media campaigns, analogous to other channels within the marketing mix. It includes: analysis of the people and platforms that offer the best potential (the nature and depth of interest); alignment of measurement, depending on objectives (such as sales, growth and cost values); and attribution of meaning to the mass of data that social media campaigns produce.
Social media's ROI: Valuing Bulmers' cider fans
Jamie Robinson, Admap, July/August 2013, pp. 32-33
This article discusses a project from Bulmers, a cider brand, to determine the value of its Facebook fans.
This article discusses a project from Bulmers, a cider brand, to determine the value of its Facebook fans. Bulmers used an online panel survey, results from which were used to model incremental value generated by social media fans. It showed that fans of the brand were more favourable towards Bulmers compared with competitors and, more importantly, consumed more of the brand than a non-fan. Consequently, they were 38% more valuable. The article goes on to discuss the usefulness of such projects to brands in general. While value studies are not cheap, they serve to complement existing meausurement frameworks for Facebook activity, and moves a brand towards the ultimate goal of finding a social media ROI.
2013 online advertising performance outlook
Nielsen, April 2013
This report looks at the further development of digital media from direct response marketing to branding.
This report looks at the further development of digital media from direct response marketing to branding. Consumers continue to be better accessed through digital media advertising as they spend more time using more media types. Digital media is increasingly suited to brand marketers, but there is some difficulty in measuring ROI. The report finds that brand marketers are increasing their digital media advertising spend and that 48% are moving budgets from television to online video. Marketers would like more evidence that intended audiences are reached through digital media advertising and that consumer opinion shifted as a result.
Metrics for CMO performance
Dimitri Maex, Admap, April 2013, pp. 36-37
Chief marketing officers find themselves with greater influence in the boardroom than ever before, as the tools they use grow more sophisticated.
Chief marketing officers find themselves with greater influence in the boardroom than ever before, as the tools they use grow more sophisticated. This article offers five steps, illustrated with real-life examples from a major campaign for UPS, that CMOs can use to show the boardroom how a more collaborative approach to the marketing function can help to make more money for the company. These are to jointly plan for measurement, balance financial with non-financial metrics, distribute results in real time, be clear about expectations, and measure short- and long-term effects and plan accordingly.
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