81 THE E MARKETING MONITORING STRATEGY EVALUATION METHODS The final part of

81 the e marketing monitoring strategy evaluation

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T-1.8.1 THE E-MARKETING MONITORING STRATEGY & EVALUATION METHODS The final part of plan should explain and describe how you will monitor the e-Marketing plan when it is activated. You will also have to describe the methods you will use to measure the success or failure of your e-marketing plan for the product or the service. Monitoring Strategy : - Goal tracking Most marketers are using Google Analytics or one of its alternatives to monitor their marketing efforts. But before that, we need to set up customer goals. For example, say we want to see how many people have filled in the inquiry form. First, we need a specific “Thank You” page that can only be reached once the form is filled in. We then need to place a specific piece of tracking code on this page. Then, every time someone lands on that page after filling in the form, analytics will record this as a completed goal. With these goals in place, we can see exactly how certain pages and campaigns are performing. We can find out more about setting up custom goals on the Google Analytics website. - Call tracking By using call tracking software, we can monitor exactly where our telephone inquires are coming from. We can see which ad the customer is calling from, the journey they took around our website, and more. More sophisticated call tracking software can even record phone calls, and pinpoint exactly where the sales process is working well – and letting us down. Ask sales staff for specific feedback on the number of qualified leads that come in after a new promotion, and request that they ask customers how they came to our company for more detailed results. Evaluation Methods : - Return on Investment To check whether the money which is put into the e-marketing plan has resulted a profit. Measure the amount spent on each campaign, versus the amount of sales each campaign brought in specifically. For example, we can calculate an overall measurement, but a more specific breakdown by each marketing initiative will tell us exactly which campaigns worked and which fell short. - Sales Numbers Reading the numbers can be the fast and most basic way to determine whether our plan is working. For example, if our overall sales for last month totalled $20,000 and our overall sales for this month totalled $25,000, we can deduce that our current marketing plan is having some sort of positive effect. Furthermore, take into account any rise in prices or expansion of the business. - Market Expansion If our marketing reach is expanding, the effectiveness of our plan is the probable cause. Marketing that makes its way into new regions either by customer recommendation or natural growth indicates both a successful and popular product or experience and an effective marketing message. The expansion of the marketing budget is another sign that our plan is working well and has gained more support from the company. Marketing, Assessment No.1 Page 21 v1.1, Last updated on 22/09/2019 by MM
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