Monday, December 8, 2008
When it comes to marketing online, marketers are beginning to dig deeper and deeper to find out the plethora of endless opportunities available for their brands in cyberspace. For the traditional marketer not only has the internet provided more doors to open than the MGM Grand Hotel but it has given the industry the lifeblood it so desperately needed and thrust the careers of these marketers into a new and credible era. No, it's not only lonely young teenagers (etc..) who have benefited from the magic that is the internet but in today's economic climate where accountability is king the internet has provided an ability to record data and make marketing accountable (yes accountants, you heard me) - accountable!
There are two key metrics that create such accountability; average time spent per month and unique visitors per month.
Average Time Spent - For a brand campaign one of the key things a brand manager wants to understand and have a serious grip on, is the perception of his brand in the marketplace. By being able to track the average time spent on his site a marketer can establish how engaged his consumers are with his brand. - "Boom! Sales aren't just by chance... consumers really want to find out about us.." Isn't this what marketers truly want, consumers to find out about who they are, what they stand for and how their brand can benefit the life of a consumer? - ACCOUNTABLE!
Monthly Unique users - By tracking the amount of unique users (not page impressions) an online marketers can establish how many different people are being attracted to his site. And then once they are there it's all about data collection! Email distribution list, email distribution list, email distribution list! - "So it's not just my mum checking it out my website - success!" Don't marketers really want to know how many unique people are really interested in finding out more about the story? - ACCOUNTABLE!
Imagine sitting down with your CEO and saying, for a $5000 investment this month, our website attracted 50,000 unique visitors (that couldn't be one family could it?), each staying for an average time of 6 minutes 12 seconds. That led to 10000 sales units for the month with an average spend of $15 per unit. So, as a result of our online marketing campaign that led all this traffic to our website, we've turned over $150000!
We are now in an era where marketing campaigns are not only quantifiable but yes accountants they are now more ACCOUNTABLE than ever!!!
Posted by Kruppy at 2:20 AM