May 1, 2007
Available as a set of downloadable pdfs, the eight piece series is designed to help B2B marketers evaluate their marketing strategy by discussing and exploring ways to measure marketing communications effectiveness.
"The Big Picture," the first piece in the series, discusses business and marketing objectives and the importance of having them clearly understood and defined. Using the AIDA (Awareness, Interest, Desire and Action) model, marketers can determine selling cycle timeframes and prospect responses. The piece also helps marketers identify specific and appropriate measurements that will help indicate progress.
Since many studies have shown a strong and direct correlation between awareness and sales, "Awareness Measurement" raises important questions and suggests that key indicators, such as primary web statistics, can be tracked to give a short term view of brand awareness trends.
"Interest Measurement," discusses how marketers can bridge the gap between marketing and sales with communications that build desire and generate sales activity. Developing measurement tools, like web traffic reports and branding studies, helps track progress in reaching marketing objectives.
"Measuring Desire," shows marketers how to generate desire in their companies as well as their products and services. Information and education play key roles and are critical in developing sales.
"Measuring Action," explores ways to produce action most effectively. Depending on the desired customer action, marketers need to be creative in selecting the appropriate response method. A broad, overall communications action plan is needed and can be easily measured by customer actions, such as 800 number calls, bounce back cards and literature requests.
Because the Internet has opened a whole new realm of opportunities to raise brand awareness, generate interest, create desire and prompt action, "Measuring Web Action" discusses how to get web prospects to take action and measuring those actions.
"Breaking Anonymity on the Web," addresses how to move web prospects into an interactive relationship with the company. Measurement techniques include monitoring incoming traffic and recording transactions at all levels of the site.
The final piece in the series, "Building Your Dashboard," shows how marketers can select relevant metrics from all stages of the buying process and present them to management in a concise form that demonstrates success and builds support for marketing.
To download the set of pdfs on the Marketing ROI series, visit http://www.godfrey.com/roi.
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