Posts tagged with Roi

What exactly is inbound marketing? Part one: the big idea

Image and video hosting by TinyPicInbound marketing: is it just another buzzword?

In this two-part article, I'll explain what it really means and why its lead generation potential is causing a stir. 

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A/B/n Testing illustration

Getting started with A/B and Multivariate testing: three FAQs

A/B/n and multivariate testing is one of the most important CRO (conversion rate optimisation) activities for continually improving your website, and yet for some it can be difficult to get started with. 

In this post I’ll share three frequently asked questions we hear time and time again from our clients when just starting out with A/B and multivariate testing.

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66% of marketers say email delivers 'excellent' or 'good' ROI

Two-thirds of marketers (66%) state that email delivers an ‘excellent’ or ‘good’ ROI, with 8% of businesses achieving more than half of their sales through this channel.

The findings come from the new Econsultancy/Adestra Email Marketing Industry Census 2013, which shows that despite the ever-increasing toolkits and techniques available to marketers, email still holds its place as a channel that offers a strong ROI.

The 2013 version of this report covers new and changing trends within this key marketing channel, and its integration with other areas of marketing and key business functions.

But in spite of the strong potential for delivering a great return in investment, companies are spending too little time on optimisation of campaigns compared to design and content.

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Coca-Cola: the 's' in social media doesn't stand for 'sales'

Coca-Cola, one of the most iconic consumer brands in the world, is not surprisingly one of the most popular and active brands on social media. In fact, with more than 62m 'likes' on Facebook, it's the most popular brand on the world's largest social network.

But in looking at the online chatter that takes place on social networks, Coca-Cola has come to a startling conclusion: there's essentially no impact on sales.

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ROI key to future mobile marketing investments: report

With billions of mobile devices in use by consumers around the world, and with those devices getting more and more capable every year, it's no surprise that many industry observers believe the future of mobile marketing is bright.

How bright? Some have gone on to suggest that mobile ad spend will eventually overtake that of television. A bold prediction given that brands spend well over $100bn globally on television ads ever year -- magnitudes of order more than they spend on mobile ads.

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Your social media initiatives might be pointless if...

Social media, as a channel, is hard to hate, and despite the fact that companies are still grappling with ROI, brands continue to pour larger and larger sums into social media initiatives and industry observers continue to show the same interest in highlighting and analyzing them as they did when social media first started to go mainstream.

But don't let any of this fool you. Investment and attention don't mean that social media initiatives are effective, or serve a useful purpose. In fact, many of them are arguably downright pointless.

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Social media measurement: Is Google Analytics getting it wrong?

https://assets.econsultancy.com/images/resized/0002/8980/twitter_mes-blog-thumb.pngSocial media attribution is BIG news. 

Marketers are struggling to attribute revenue to social channels, and lack of definable ROI is one of the major reasons that businesses cut back on social investment. 

I spend a lot of time looking at our own social attribution, but it strikes me that in many cases, the closer I look, the less clear a picture I have.

This isn’t because the figures I have to work with aren’t clear.

It’s because, in a lot of cases, they might not be true...

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Word-of-mouth: focus on the steak, not the sizzle

Is social media, and the data it produces, overvalued? As companies continue to struggle the ROI from their social initiatives, some are starting to suggest that social's impact might have been overestimated.

But social media proponents say not so fast: social media is the digital channel for word-of-mouth, and although word-of-mouth has historically been hard to quantify, its importance is rarely questioned. Which raises an interesting question: instead of talking about social media, should we be talking about word-of-mouth?

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Did Twitter win the Super Bowl?

The Super Bowl is arguably the most important day in advertising, and every year, as much attention is focused on Super Bowl ads as the game itself.

With social media such a big part of brand advertising today, it's no surprise that many observers pay close attention to how social media is used by brands in conjunction with their multi-million dollar Super Bowl ads as outlined in our earlier Super Bowl post.

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Small businesses are not impressed by Twitter: survey

Much of the attention lavished on social networks as marketing platforms focuses in on large brands, many of which have invested heavily in these channels and can boast about large audiences.

One of the most popular social networks with brands has been Twitter, which is now generating hundreds of millions of dollars a year in ad revenue and may go public in the next year.

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Five ways agencies can fight downward pressure on fees

Last year, Unilver, one of the world's largest advertisers and a bellweather for the ever-important CPG market, spent $8.6bn on ads, an 8% jump over the prior year.

And it invested heavily in digital, upping its digital ad spend a whopping 40%.

That would normally be reason for agency execs to cheer, but you like won't hear any champagne bottles popping.

The reason? According to Unilever CFO Jean-Marc Huet, the company is working to reduce "the part of the advertising spend which is used to make films, pay agencies and the like." And it isn't where it wants to be yet.

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Five steps for improving lead generation ROI

Most companies involved in lead generation spend a considerable amount of time thinking about, well, lead generation, with an emphasis on generation.

Unfortunately, the truth of the matter is that far more organizations have mastered the art of generating leads than have mastered the science of converting leads into sales.

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