Integrated
Results-Based Approach to Online Advertising
A version in German:Results that Measure Up DE.DOC (63.50 kb)
Don’t
you wish someone could put a realistic price tag on finding new leads or
customers?
While
we are preparing a wish list… Wouldn’t you like to get a better handle on ROI,
or knowing how much revenue in certain market segments can be attributed to the
campaign? Or even better yet, how
would you like to be able to analyze price sensitivity in different market
segments based on online information while the campaign is going on?
Integrated
results-based approach is about squeezing every possible benefit from every
dollar spent – quickly and intelligently. In order to optimize advertising
campaigns and achieve ambitious ROI goals,
advertisers must have access to real-time feedback,
measurement and instant analysis of all their online marketing activities.
Define
the road to meaningful results
This
approach is based on the fundamental understanding and definition of the real
value that a customer,
lead or click represents. That means setting a realistic “price tag” on the
desired result, or conversion,
whatever it may be – a new lead,
customer, sale,
click, or registration. At the same
time, we must bear in mind that
this price tag varies across geographical regions,
market segments, media types and
even promotional offers.
Measure
to optimize the process
The
focus is on measurement and understanding that everything is,
and should be, measured. The
optimization process is based completely on the measurable results received
from across all the different advertising platforms,
on the different processes that make up the conversion value chain – starting
with clicks, leads,
registrations and even offline upgrades and up sell opportunities. This way,
every advertising dollar is optimized intelligently. So before,
during and, of course,
after the campaign, advertisers
have a real handle on the value of every conversion and know how much revenue
in specific market segments can be attributed to the campaign. Armed with that,
ROI objectives are clearly in sight.
Real
added- value comes with integration
Results-based
online advertising is only as good as the breadth of the online tools
available, and how they are
leveraged together. Data is combined from all advertising platforms: SEM,
Banner ads and emails to shorten the learning curve and build value faster.
Knowledge gained from any one platform is immediately made available to ongoing
campaigns on other platforms and rapidly optimized to guarantee continuously
improved results.
The
final frontier: integration with CRM
With
full integration with existing CRM system,
the campaign comes full circle to become a sophisticated marketing tool that
enables targeting market segments,
such as discounts to first-time buyers,
as well as opening a plethora of cross-sell opportunities. The result: total
control of the sales cycle – from the very first impression all the way to the
desired conversion. Control that is always focused on positive ROI.
