OnlineTao Internet Marketing

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.

It is the detail that gets you with internet marketing.  The opportunity is huge but the winners are the ones that are able to automate and optimise their processes.  And it is this which is the most difficult thing to do.  First of all establishing a consistent process in the first place that works can be a real pain just because it is easy to get lost.  Then its about automating as much as you can and then putting quality time aside to monitor and adjust what is going on.

Google adwords and their counterparts all offer free budget when you initially sign up.  This is really useful because if you are wise you can use this spend to give you a reasonable indication of which sets of keywords seem to be performing best for you on the various engines.  This means that when you start spending your own cash after that initial budget runs out you are in a much better position to know what is likely to work.  This is very important because you hear of many stories of businesses throwing money at paid search without any noticable return.  This puts them off and they head off in different marketing directions instead.  Paid search can be though a really effective tool to drive relevant cost effective traffic if used wisely.  So sign up and make best use of the free clicks that are handed on a plate.

Given a long list of urls in an excel spreadsheet this macro will automatically insert their related images into adject cells.

Sub imageExport()

Dim i
i = 1

Dim bContinue
bContinue = True

While bContinue
snapshot = Cells(i, 1).Value
If snapshot = “” Then
bContinue = False
Else
Cells(i, 2).Select
ActiveSheet.Pictures.Insert(snapshot).Select
i = i + 1
End If
Wend

End Sub

Sub ExportMyPicture()

Dim MyChart As String, MyPicture As String
Dim PicWidth As Long, PicHeight As Long

Application.ScreenUpdating = False
On Error GoTo Finish

MyPicture = Selection.Name
With Selection
PicHeight = .ShapeRange.Height + 8
PicWidth = .ShapeRange.Width + 8
End With

Charts.Add
ActiveChart.Location Where:=xlLocationAsObject, Name:=”Sheet1″
Selection.Border.LineStyle = 0
MyChart = Selection.Name & ” ” & Split(ActiveChart.Name, ” “)(2)

With ActiveSheet
With .Shapes(MyChart)
.Width = PicWidth
.Height = PicHeight
End With

.Shapes(MyPicture).Copy

With ActiveChart
.ChartArea.Select
.Paste
End With

.ChartObjects(1).Chart.Export Filename:=”MyPic.jpg”, FilterName:=”jpg”
.Shapes(MyChart).Cut
End With

Application.ScreenUpdating = True
Exit Sub

Finish:
MsgBox “You must select a picture”
End Sub

Slowly, slowly catch the monkey. The bottom line is that Rome was not built in a day and the moral is if you keep on going you will get there.
The internet is a changing miriad of technologies, services and audiences and it can all seem quite daunting to a small business trying to make its way online. But although things on the Internet are changing all the time, much of the time core principles do still apply. So if you understand how to apply one technology or service, when they evolve it is likely that you will not find it as hard to grips with the later versions. In other words it does get easier.
The key is to pull together some high level plan with some overall direction and take one step at a time. If you find a particular step too much or too confusing just break it down to smaller steps. But try not to lose focus and remember what you are trying to achieve. So whether you start by employing consultants or agencies in the hope that they will help set you on the right track, or you do it all yourself which is more time consuming but you will learn more, you need to just try to keep pushing ahead. Day by day, your internet marketing will become focused and effective and you will be able to achieve the online goals you strive for.

IMRG Research produced the results of consumer research today. Whereas offline the economy is suffering, good internet marketing is going to reap huge rewards for businesses. IMRG note that 86% of shoppers surveyed will research their shopping options for christmas online before buying on the highstreet. They also noted that 59% intend to research possible gifts in the shops before buying on the web. IMRG also note that their research indicates that shopping will start shopping for christmas much earlier this year to spread their spend over the months to help their cashflow through the recession.