OnlineTao Internet Marketing

Apologies for a taking a bit of a break, I have been setting up other sites and that along with my other committments has meant I had limited time to do anything else.  Well that’s my excuse - Still I am going to try again with this blogging thing to try to capture my thoughts etc.  Going forward I intend to try and focus the commentary more on online retail specifically.  I think most of the advice I have offered previously has been more generic.

Use following instructions and if you don't want to change all records remember to include the where statement.

UPDATE table_name
SET column1=value, column2=value2,...
WHERE some_column=some_value

Use following formula to determine whether a value in one column is in another column and if not then return 1

=IF(IFERROR(MATCH(A2,B$2:B$4117,0),-1)=-1,1,”")

Sometimes when you are preparing your internet marketing data for upload to your site you need to remove tabs from you site so your database etc does not get confused

use the excel clean() function

This is a useful macro but be aware that the field limit is 1028 characters!

Sometimes when you are using internet marketing you need to understand difficult functions in excel to keep you one step ahead of the competition.  This one entered as an array reverses the digits in a number.

=SUM(VALUE(MID(A1,ROW(INDIRECT(”1:”&LEN(A1))),1))*10^(ROW(INDIRECT(”1:”&LEN(A1)))-1))

Generally this works fine except for when number ends withn zero

Media Performance

Below are some key internet marketing campaign metrics

Impression delivered

How many impressions have been delivered to date

e.g. 1,200,000

Clicks delivered

Total number of clicks delivered

e.g. 12,000

% clicks

Percentage of consumers clicking on creative

e.g. 5%

% clicks to leads

Percentage consumers converting from a click to a lead

e.g. 22%

% clicks to sales

Percentage consumers converting from click to sale

e.g. 7%

Number of orders

Total number of orders generated

e.g. 1,452

Number of new customers

This is the total number of new customers

1,200

Revenue

Total revenue generated

e.g. £35,980

Profit

Profit generated

e.g. £8,820

Retention

Percentage of last months customers who ae also customers this month

e.g. 35%

AOV

Average order value

e.g. £25

Lifetime value

All the profit that this campaign is expected to generate in total

e.g. £152,300

Campaign name
Name of campaign that this media is associated with, e.g. BA Come Fly
Site name
Name of the site/email list where the campaign will be delivered e.g. Financial Times
Channel
The type of media purchased e.g. email, banner etc. e.g. Paid search
Position
Position of creative on site e.g. Overlay on the homepage
Reach
The number of users who will view the creative, or the impressions purchased e.g. 500,000
Demographics
The demographic profile of the consumer e.g. Female, aged <25
CPM / CPR . CPC
A standard pricing metric for the media, cost per 1000 impressons (CPM), cost per registration (CPR) and cost per click (CPC etc. e.g. £60 CPR
Total cost
Total cost for the site e.g. £15,000

Some businesses question the value of internet marketing branding.  They know that offline it has some value but online many businesses just don’t get it.  But actually branding on the internet is if anything even more important than offline.  Online there generally is no rich interaction with customers as you get in many offline businesses, therefore anything you can do to make a positive imprint in a viewers mind of your site is critical for driving sales, repeat business and referrals.