For the past 22 years, Marketing Management Analytics (MMA) has been helping clients understand how to better measure, attribute and allocate their online and offline ad dollars. Doug Brooks, MMA’s global executive vice president, spoke with eMarketer’s Lauren Fisher about current trends and challenges associated with multichannel marketing measurement.
eMarketer: What do you think is the biggest challenge marketers face today with multichannel marketing?
Doug Brooks: Most companies have a group of media planners or a marketing department that has been doing traditional media for a very long time, and they have set metrics, set data and set ways of planning. Apart from that, they also have a digital group that is using newer metrics and newer ways of planning digital.
“The problem is if you measure [channel-specific tactics] in isolation, they don’t account for the fact that they work together.”
After over 12 years practicing the art of SEO, and selling SEO services to clients, I thought the industry had reached a stage of “acceptance”.
But there is still a very smart group of people out there that are doubters – The Acquisition Marketers.
SEO Personality Types
Company executives and owners have varying degrees of sophistication when it comes to understanding why SEO is important, or why it should be an important part of the marketing mix. I would break down the most common personality types as follows:
- Me Too – My competitors are doing it, I will too.
- The Rank Hound – I want to be #1 for my favorite keyword because I know it’s important (without any proof to back it up).
- The Small Portfolio Ranker – I understand that there are a number of relevant keywords that appear to drive business for us, let’s attack them as a group.
- The More, The Merrier – Capturing the long-tail is an important part of driving relevant visitors to our site, and they are more likely to be buyers.
- Doing Great, Just Need A Bit More – Our SEO is performing well for us. It would be nice to push it up a notch or two, what’s the latest and greatest?
- Been There, Done That – I’ve hired consultants before, and we just haven’t see the results we needed.
Jamie Turner is the chief content officer of the 60 Second Marketer, the online magazine for BKV Digital and Direct Response. He is also the co-author of How to Make Money with Social Media. He’ll be speaking about his Social Media ROI Cycle at the SXSW Conference in Austin on March 15.
Not long ago, I wrote about how to calculate the ROI of your social media campaign, which generated a lot of interest from the social media community. The article outlined how businesses can use Customer Lifetime Value to calculate the return on their social media investment.
After writing the article, I started analyzing how businesses go about setting up, launching and running their social media campaigns. My conclusion is that there are three distinct stages to this process, which I’m calling the Social Media ROI Cycle. My rough estimate is that about 50% of the business community is still in the Launch stage, about 40% is in the Management stage and about 10% is in the Optimization stage.
The New Social-Media Currency Is Putting a More Accurate Price Tag on Content-Based Engagement
Brands are flocking to services like Klout, PeerIndex and UberVU to find, reward and recruit their most-influential consumers. These tools are new and their overall merits are up for debate, but the push to measure influence shows no signs of stopping. So what happens when advertisers start using those same influence metrics to rank online publishers? Get ready for the next digital-media bloodbath.
Established publishers — let’s call them “blue-chip” sites — like The New York Times, Vogue and Gourmet are facing well-known headwinds online: Lower CPMs than they’re traditionally accustomed to with print, competition from content farms (after all, Demand Media’s IPO made its valuation worth more than the Times’) and deciding whether and how to deliver their content across multiple platforms.
Being held to influence-measurement standards set by services such as Klout is the next blow that’s coming around the corner. Here’s why:
Influence-measurement tools will give brands a quick read on the publications that are delivering the most social bang for their buck.
Econsultancy’s Marketing Budgets 2011 Report tells a familiar story of increasing digital marketing budgets, but a much more nuanced picture is emerging beyond the usual mantra that digital budgets are increasing at the expense of ‘traditional’ marketing.
The findings also challenge the orthodox view that digital is perceived as more measurable than offline.
Sponsored by SAS, our survey-based research about marketing budgets is an encouraging bellwether for the digital industry with almost three-quarters (72%) of companies saying that, overall, digital budgets are increasing this year.
The majority of around 200 mainly UK (client-side) company respondents said their organisations are planning to increase their spending across pretty much the full range of digital marketing channels during 2011.
Traditionally, the worlds of online display advertising and search marketing have mainly operated in silos. The two tactics may both be part of the bigger online strategy, but the people involved with search generally do not really work in or understand display and vice-versa. Lately however, it feels like there’s a greater interest in fusing the two worlds together,
maybe fueled by the diversion of traffic away from search and into social media and/or Google’s rebranding of its Content Network into Display Network. Regardless, when the search and display professionals come together, a lot can be gained from the sharing of information. Today, let me give my media planning brethren some tips from the search side.
Marketers (and many publishers) are wrestling with the problem of cross-channel attribution: understanding what each channel adds to the entire process.
Producing a breadcrumb trail of user paths is too simplistic. The real key is understanding the incremental effect of each unit of media.
“Why do birds suddenly appear,” mused songstress Karen Carpenter, “every time you are near?”
Her hypothesis: that they, like her, wanted to be close to you, is a pretty decent description of the way most online marketing is tracked.
Last click tracking, for a publisher or a media manager, means having your channel as close as possible to the final conversion. There have been winners in this method, notably search and some affiliates, and losers, such as display.
The good news about the Federal Trade Commission’s recent proposal for a Do-Not-Track mechanism is that it could give Web users much needed control over their online data. The bad news: That same proposal threatens to disrupt the delicate value-exchange that’s still emerging between Internet users and content publishers.
In December, when the FTC unveiled its do-not-track proposal as part of a comprehensive privacy report, it asked for public comments on the document.
This morning, ClickZ submitted feedback on behalf of its readers. The document we sent the FTC summarizes the observations of 17 readers, contributors, and experts regarding the feasibility and potential impact of such a mechanism. It was supplemented with our own extensive reporting on online ad tracking, and the industry’s self-regulation efforts.
Interested readers can download our feedback to the FTC in .pdf form at this link. Among the key points:
When asked, “How do I make my website better?” the answer is clear: “It depends. Better at what?”
When asked, “What should I be measuring on my website?” the answer is always, “It depends. What are you trying to accomplish?”
In both cases, having clear goals is the key to success.
But when asked, “How much should we spend on measurement?” I do not waffle. The answer is 20 percent of your marketing budget. And then I wait until they stop gaping at me like a grouper, eyes and mouth open wide.
Value based pricing is the new buzz term in online lead generation, but what does it take to sort your Rolls Royces from your Robin Reliants?
The infamous quote “Half my advertising is wasted, I just don’t know which half” may be a century old but it still applies today in the digital age.
However, in the world of online lead generation (OLG) where every lead can be tracked from creative used to generate the lead through to an end conversion not only can you determine which half is wasted, you can also measure the true value of the half that works.
Although many advertisers are attracted to lead generation because of the potential to measure every part of the process, the mistake they often make is to rely on gut feeling and instinct when planning their lead generation campaigns.