Marketing Planning and Practice
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Week7Webinar.pptxMarketing Planning and Practice UMKDQD-15-2 Week 7 Webinar
Presented by
Michelle Jackson/Mike Healey
w/c 22 March 2021
Plan for Today’s Webinar
This webinar will cover a crucial part of the concluding part of your marketing plan – measurement
Opportunity for any questions arising from the webinar or general questions around the module assignment
Importance of Measurement
The examples we show today are just that – you need to select the ones that are appropriate and relevant for your plan
Identify metrics for all your proposed activity
Traditional
Digital
Metrics - Examples
| Possible Measurement | |
| Efficiency | Capacity utilisation, Sales turnover/employee, Inventory level, Conversion of enquiry to sales |
| Effectiveness | Number of customers/new customers, unit sales, market share by volume/segment, customer loyalty/complaints |
| Brand Equity | Purchase intent, customer preference, brand value, trust in the brand |
| Innovation | Number of patents/trade marks registered, percentage of sales from new products/services, number of new R&D projects/success rates, introduction of new products |
| Online Performance | Click-through rates, cost per click, cost per lead, cost per sale |
Source: CIM Marketing Planning in Practice
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Web Analytics
Some website measures might be:
Users (visitors)
Sessions (visits)
New Users
Goal Conversion rate
Goals, Transactions and Metrics like number of Users, number of Sessions, number of New Users and Goal Conversion rate.
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Web Analytics
Content Websites If your site is more about content engagement, then maybe:
time on site
pages per session
All measurable
Measurement in Social Media
In social media:
Volume (clicks, tweets, posts, facebook insights)
Reach (conversation)
Engagement (shared/replied to, retweets, shares, likes, comments
Influence (Klout, PeerIndex)
Share of Voice – vs competition
Measurement in Social Media
Are you focused more on interaction or on spreading a message?
Be sure you are using metrics that reflect what’s important to your brand
Facebook – ‘people talking about this’.
Reach – how far is your social media conversation disseminating
Influence – ability to influence others
Interaction – replies, comments
Spreading a message – retweets and posts
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Customer Engagement
Level of engagement
Involvement – website visits, duration of visit, pages viewed, key words used for search, navigation route
Interaction – contribution to blogs, forums
Intimacy – references made to brands on org or third-party sites, customer service call opinion
Influence – information forwarded to friends, product advocacy
Based on Haven, B 2007
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Measurement
Particularly in B2B we can monitor customer service in many ways e.g.
Customer satisfaction surveys
Mystery shopper surveys
Evaluation of complaints
Performance appraisals
Employee discussions
Observation of customers
Need to match the measurement to these
Staff and internal service quality can also be measured. Employee retention – employee productivity – external service quality – customer satisfaction – customer loyalty – profitability and growth – internal service quality – employee satisfaction – employee retention.
See also Kamakura et al (2002) “Assessing the Service profit chain” Marketing Science 29, 3, 294-317.
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Traditional Marketing Measures
Television
Most audited of the above-the-line tools
Digital television, measure audience response - ‘red button’
Website addresses, direct response telephone numbers measure response
Long-term brand values → a shift in customer attitudes over time
Advertising is about developing long-term brand values and the benefit of the expenditure can only be measured by a shift in customer attitudes over time.
There will always be significant debate about the validity and effectiveness of the advertising pound.
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Traditional Marketing Measures
Promotions
Sales
Obvious measure of results
Repeat orders
Order value
Other elements of mix or environment can affect sales (+ve or -ve)
What percentage of the audience actually move from awareness to action and make a purchase?
Problem is determining how many of the ‘converts’ made the decision to purchase as a result of the campaign, and how many would have purchased anyway.
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Next Week
Easter Break – see you again w/c Monday 12 April
Tutors on leave for w/c 29 March and w/c 5 April so ask questions before we go on leave (all part-time)
Back w/c 12 April with other control elements of the plan – implementation and monitoring: complete the marketing plan
Move to reflection on marketing planning w/c 19 April which is the final part of the assessment
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Any Questions?
You can stay with the webinar session if you have questions (audio is preferred but you can use the chat box too).
If not please feel free to leave the session. There will be opportunities to ask questions at the end of every webinar session.
