Marketing for Control

Freaks
Introduction to Online Marketing
Measurement & Consumer Stalking

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@sdarine
facebook.com/sdarine

linkedin.com/in/darine
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sdarine@mail.ru

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 Measurement of Traditional Marketing
Efforts
• Competitive Intelligence
• Advertising & PR
– Circulations & Ratings
– Focus Groups
– Agency’s Word
– Sales Revenues / Growth - Marketshare
– Internal Feedback
– Audited Stats
– Special Numbers/ Links/Promotions
• Product Launch Success
• Annual Reviews
• Other Marketing Efforts s/a:
– Branding
– Effectiveness of Marketing Tools
– ROI of Exhibitions & Trade shows

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The 80/20 Rule (Pareto Rule)
80% of your response rate comes from 20% of
your marketing efforts!

The challenge, however, comes from

identifying that critical 20%

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Traditional Marketing

WHY?

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 We can only Analyze Post
Factum, way after the point of
No Return.

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 We CANNOT Audit as we go!
We CANNOT Tweak, Change, Delete on a real-time basis.

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And Most of the time we DONOT
HAVE Accurate Data.

We can not know what is wrong.

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 Online Marketing
The perfect sphere for the curious
questioning minds

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We can measure anything we want as long as:

• We KNOW what we want to measure

• PLAN for it
• & use the RIGHT TOOLS

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Some of Whats, Hows and WHYs
of Online Marketing
Measurement

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How do you prepare?

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 Step 0. Preparations
• Make sure you have a good designer and a
GREAT developer *on board.
• Make sure you have a good relationship with
your Designer & Developer because without
them you can not go far.
– Become Tech Friendly (Marketing Technologists http://ht.ly/3sLnZ )
– Learn Basics of Design, Whitespace Balance, Psychological
Elements involved in Interaction Design
*savvy in analytics

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 Preparation
A. Know how to set your traps
– Objectives
– Engagement Strategy
– Resources

What do I want them (consumers) to learn/do?

What Else Can They Do? / Would they Like to know ?

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 Preparation

B. Think of what you want to monitor

&
WHY
&
FOCUS ON THAT

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 Preparation
C. Build Your Properties to be ENGAGING &
USABLE
– Content is King
– Invest in your landing pages design
– Employ “Neuro-Marketing” tactics
– Strategically plant Calls to Action
– Provide Guidance and Help
– TEST, TEST, TEST…
– Eliminate Friction

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 Engagement = Actions = Feedback

The more engaging you make your Online

Marketing efforts the more feedback you will
get from your audience either direct/indirect

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 Preparation
D. Have your eyes and ears open and be
prepared to tweak, change, escalate on an
ongoing basis.

E. Have a system for recording your results ,

documenting your case studies & comparing
them over time

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Let’s See Some of What You Can
Measure/Check…

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 1. On Website/Landing Page/Blog

• Web Analytics
– What can you measure with it?
– Some stuff needs extra development to be
measured
– On Web Analytics Accuracy

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 1. On Website/Landing Page/Blog
• A/B Testing (example to learn from on http://www.abtests.com/ )
• Checking for broken pages/links
• Website Rating (tools)
• Search Engine Rank , Page Rank & SEO
– # of inbound links
– Free Tools Examples ( Keyword, PR, Manual Searches, Alerts …)
• Feedback / Engagement
– Ask for feedback
– Downloads
– Social ( Digs, likes, Shares, Tweets….)
– Comments
– Leads ( Demo Requests, Contact Forms Filled, Calls…)
– Link Backs

• Cross Browser Testing including mobile

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 2. In Your Email Marketing
A. Email Marketing Tips Checklist
 Based on lead nurturing strategy
 Should be permission based & targeted ;)
 Should provide valuable content
 Easy to Opt Out
 Easy to contact you back
 View Online Option
 Balance of Text & images
 Prepare in advance
 Test, Test, Test
 Embed Tracking

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 2. In Your Email Marketing

B. Measurement
- Open Rate (+)
- Bounce rate
- Conversion Rate
- Response Rates (Online & Offline)
- Case Studies of feedback
- Do not forget to monitor how they change over time

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 3. Advertising
A. Online advertising terms

Advertising Types:
- CPC VS CPM VS CPA VS Flat Rate
- Concept of targeting
- CLICKTHROUGH RATE
- AD NETWORKS OVERVIEW ( Google Ads,
Adsense, …)

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 3. Advertising
B. What can you measure?

Before:
– You can know ahead approximately how much you
should pay per targeted lead to click (
Google Keyword Tool)
– Search Trends /Estimated Daily Clicks ( Search Insights
)

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 3. Advertising
B. What can you measure?

After:
– How many people viewed your ads
– CPC Rate & Click Through Rate
– What Ad Version is performing better
– Which Ad Networks/Types direct most traffic & Which generate more conversions
How Engaging is your landing page
– Which Keywords performed better
– How did they act after clicking on your ad on landing page
– Where did they leave
– How much they stayed
– Realtime change overtime
– Realtime Alerts on conversions

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 4. Social Media Activity

• ROI vs ROE
• Engagement & Reach
– Concept of Hashtags
• Impact on SEO
• Sentiment !!!!!
• What is being said about your brand in real time?

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5. Cost Per Lead & Cost Per Acquisition

• What does it apply to ?

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Not for those who are
indifferent
Resources & learning tools for future
digital marketers

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Resources to get you started

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 @sdarine
facebook.com/sdarine

linkedin.com/in/darine
TheIdentityChef.com

sdarine@mail.ru

THANK YOU!
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