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Beyond Marketing
Problematic, tools, news, in marketing and beyond to develop ecosystemic vision; are included Inbound Marketing, Content Marketing, Social Media...
Curated by Denis Failly
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The Misguided Pursuit of Marketing ROI

The Misguided Pursuit of Marketing ROI | Beyond Marketing | Scoop.it

Marketing VP’s, Directors, and CMO’s have passionately pursued “marketing ROI” for several years now. Marketing technology innovation, shifts in strategic thinking, and the focus on measuring every activity and campaign are key drivers. CEO’s and CFO’s and the never ending drone from Sales adds emotional fuel to the mix.

Pursuing marketing ROI is misguided. Marketing is not an investment. Marketing will never produce ROI

Denis Failly's insight:

"You heard someone present marketing conference and they have 87,000 followers on Twitter and all they talked about was Marketing ROI. There’s a reason why those people are professional speakers and not strategic marketers. '

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Connect the Dots…Align Your Metrics and Boost Your Marketing ROI

Connect the Dots…Align Your Metrics and Boost Your Marketing ROI | Beyond Marketing | Scoop.it


As marketers, we are increasingly focused on measuring marketing initiatives toConnect the Dots…Align Your Metrics and Boost Your Marketing ROI image Measuring Marketing ROI to find Success 300x211 guide our efforts and assess our Marketing ROI. We are reading about Big Data and how we need to embrace it. We read blogs, articles, and research data to catch the next big trend. And often, we can miss the important data on our laptops that shows how and where we are limiting our own marketing effectiveness.

While many marketing departments are now measuring their programs, they are often too busy to make sure their digital marketing initiatives are aligned and their metrics are set up to report progress toward top strategic goals.

Denis Failly's insight:

"One of the reasons many companies do not truly understand their marketing effectiveness is that the top and bottom of their funnel are managed in two different departments "(Marketing for the TOFU and Sales for the BOFU)

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Predictive Analytics: Building the ROI of Social Media

Predictive Analytics: Building the ROI of Social Media | Beyond Marketing | Scoop.it

As part of my IBM training this week, we learned data mining as a tool to manage data and make decisions that build your ROI. How predictive analytics builds your ROI."

Denis Failly's insight:

Interesr of predictive analysis and example of scenarios

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Is The Social Media ROI Worth It?

Many people would like to know if Social media ROI is worth it? This is not an easy question to answer as everyone’s social media strategy and results are always very different.

 

 

Denis Failly's insight:

Social Media is human Ecosystem,   it's more complex than just reduce

the question to a cold calculus.

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How to calculate Return on Customer Investment

CEOs and CFOs like numbers; mostly profitability numbers but  revenue and return on investment also catch their eye. So, if you can’t speak their language and convert your customer focus project into hard numbers that talk to them; your chance of having it approved are slim to none.

After months of patient research, meetings and design sessions you have created a truly useful and, you think, value adding improvement to the business. All you need is some (or a lot) of budget to make it a success. But before the budget gets signed off you need to determine, in business terms, the value that the change will bring to the company. Most often that value is expressed n terms of Return on Investment.

Denis Failly's insight:

Return on the Return, basics reminder

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How to Measure the ROI of Your Marketing Programs

How to Measure the ROI of Your Marketing Programs | Beyond Marketing | Scoop.it

Measuring the contribution that a given marketing program has on revenue and profits is the holy grail of marketing measurement. As a result, perhaps the most common question marketers ask is, “did this program (this tradeshow, this email blast…) deliver a return on our investment (ROI)?”

This blog post is all about how marketers can answer this challenging question – and build a sensible framework for measuring the effectiveness of their decisions.

 

 

 

Denis Failly's insight:

The problem of attribution  is widely dealt with

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TeleQualification: Maximize ROI On Your Marketing Campaigns

TeleQualification: Maximize ROI On Your Marketing Campaigns | Beyond Marketing | Scoop.it

"If there is ever a slow month where you might be struggling to hit your numbers or have quality conversations with prospects, getting a warm list consisting of trade show/conference prospects, webinar registrants and inbound prospects can help create some momentum."

 

Denis Failly's insight:

"Inbound leads, webinars, and trade shows/conferences are great ways to add pipeline to your organization’s sales team as long as there is a telequalification process in place to follow up and nuture the leads properly."

 
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Dear Marketing World: ROI is NOT A Unicorn

Dear Marketing World: ROI is NOT A Unicorn | Beyond Marketing | Scoop.it

clicks are not really a way to measure ROI. They are simply a way to measure how much traffic your marketing tactic has driven to a specific landing page. If you are spending $5,000 to promote your content and you are measuring your success with web clicks, you are going to be out $5,000

 

Denis Failly's insight:

Let’s stop using it as bait to lure people into an entirely different topic. Instead, let’s work on ROI as something that companies should have been tracking from the moment they integrated social into their marketing.

 
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Social Media ROI – How to 6/6

Social Media ROI – How to 6/6 | Beyond Marketing | Scoop.it
Although many have not found how to generate sales in social media it is actually very doable. The problem is that they try to take a traditional approach to
Denis Failly's insight:

How to Achieve: New Sales

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Social Media ROI – How to 4/6

Social Media ROI – How to 4/6 | Beyond Marketing | Scoop.it
Using social you can build email addresses that are far more targeted based on social data to create highly targeted segments. How do you get targeted email
Denis Failly's insight:

How to Achieve: New Email Addresses

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Social Media ROI – how to 2/6

Social Media ROI –  how to 2/6 | Beyond Marketing | Scoop.it
What is the benefit of a fan or follower? Having a person become a fan or follower opens up a casual 24/7 marketing channel with them. You have the ability
Denis Failly's insight:

How to Achieve: Fans & Followers on Social Networks

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Changing the Rules for ROI

Changing the Rules for ROI | Beyond Marketing | Scoop.it
Social media challenges long held traditions about ROI from online media. Here are 5 ways to measure social media ROI that you may be missing.
Denis Failly's insight:

"... measuring direct sales from social media alone, while seemingly expedient, can be a false ROI indicator. A broader, more inclusive approach to social media measurement will uncover dimensions of ROI that may have previously been ignored. Here are a few additional ways to measure social media ROI that may add dimension to your current calculations:"

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Online Community ROI, Redefined (In Pictures)

Online Community ROI, Redefined (In Pictures) | Beyond Marketing | Scoop.it

There’s a cringe-worthy trend emerging around how online community ROI is being articulated which has captured my colleague, Peter Ward and my attention.  So, we pulled together this blog post our workshop materials, in order to share our point of view.  We see many online communities using cost reduction as the primary measure for assessing return on investment (ROI).  In some cases, communities can reduce call center costs by offering customers a self-serve option using the online forums and interactive FAQs. This is a good thing; it enables customers to resolve low-complexity questions independently and frees up customer support to focus on more complex issues.  When online customer communities are first launched, cost reduction is often a short term focus.  But over time, if the community becomes adept at solving customer problems and engaging with customers about new products, services and enhancements, customers will start turning to the community for customer support due to the company’s demonstrated attention to customer care.  This success will actually raise costs – but in a good way – because additional benefits will come from increased customer loyalty, time-to-market and quicker recognition of customer needs and wants.

Denis Failly's insight:

"...some key steps to establishing ROI for social business and online community: 

The community or social business initiative should be proactively aligned with one or more functional organizations (e.g. customer service, product management, R&D). Identify a limited but substantive set of business outcomes which can be created or accelerated due to the social initiative.Through discussion with the functional organization(s), learn how their success is measured today (e.g. problem resolution, new features, customer satisfaction).Establish which stakeholder/s (e.g. customers, field service, distribution network) provide the most reliable input / feedback, and which venues (e.g. customer advisory councils, regional conferences) have traditionally offered the best opportunity for interaction?  Why?Explore what the potential impact of feedback on a global and continuous basis, as well as the opportunity associated with integrating offline and online activities, will be on the functional organization.Come to agreement on meaningful ways the community initiative will measure success (in alignment with the functional organization) and establish an operating model for incorporating feedback and / or insights.Document baseline measures of success and establish a realistic target for the community initiative which is in alignment with the strategic objectives of the functional organization."
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The ROI in Forum and Comment Marketing

The ROI in Forum and Comment Marketing | Beyond Marketing | Scoop.it
Building and earning visibility through conversations has proven itself to be a very result-oriented approach in online marketing.
Denis Failly's insight:

Have look to the very clear video at the end

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The ROI of Video in Email Marketing

The ROI of Video in Email Marketing | Beyond Marketing | Scoop.it
So you don’t have any content for videos? Start by taking a stroll through your past content pieces, like blog posts, eBooks, tip sheets, etc, and think about how you can repurpose them as video content.
Denis Failly's insight:

"the study found that including video in email marketing campaigns increased email marketing revenue by 40%."

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Ways to Measure Social Media Marketing ROI

Ways to Measure Social Media Marketing ROI | Beyond Marketing | Scoop.it
The subject of measuring social media marketing came up in a conversation with a client this week, and I’ve been thinking about it.
Denis Failly's insight:

Variety and volume of different types of ROI based on activities undertaken via social media engagement and blog marketing

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Feeling Overwhelmed? Too many KPI’s? 9 Ways to Simplify Your Social ROI

As B2B Marketers, particularly in medium and large organizations, many of us are guilty on focusing on far too many KPI’s. We get bogged down bu complicated reporting mechanisms and meaningless metrics. All in the name if measuring ROI. Don’t get me wrong – ROI is critical and you absolutely must monitor and measure it. But if it takes away from the real, tangible goals and objectives that make any sense at all from an overall business perspective, then you may be over thinking the matter.

It doesn’t have to be so hard and so complicated. You do not need to feel overwhelmed. You need to keep in mind and remember why you are doing what you are doing.

 

 

Denis Failly's insight:

To see more clear in your Social Media ROI building

 

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New Calculator Tracks Mobile Marketing ROI, and Other Marketing Stories of the Week

New Calculator Tracks Mobile Marketing ROI, and Other Marketing Stories of the Week | Beyond Marketing | Scoop.it
Check out the top inbound marketing stories of the week centered around tools to help prove ROI.
Denis Failly's insight:

Some tools to know above all you are a small business

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Adoption of Analytics in Business Increasing but ROI Remains Elusive [INFOGRAPHIC]

Adoption of Analytics in Business Increasing but ROI Remains Elusive [INFOGRAPHIC] | Beyond Marketing | Scoop.it

Accenture recently released a report about the use of analytics in business. In the summer of 2012, they surveyed 600 executives from the US and UK about their use of analytics. Accenture found that adoption of analytics is up and interest continues to grow

Denis Failly's insight:

"To improve analytics ROI, Accenture suggests that executives look at three areas:

Performance processes – business must move to a strategic use of analyticsTechnology – business must harness technology to maximize business value of dataSkills – business must partner with external resources for success"
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How to Measure the ROI of Your Marketing Programs

How to Measure the ROI of Your Marketing Programs | Beyond Marketing | Scoop.it
Measuring the contribution that a marketing program has on revenue is the holy grail of marketing measurement. Learn what you should be looking at when measuring.
Denis Failly's insight:

a great expert post, to read absolutely

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Social Media ROI: 14 Formulas to Measure Social Media Benefits

Social Media ROI: 14 Formulas to Measure Social Media Benefits | Beyond Marketing | Scoop.it
Measuring social media return on investment can be a daunting task, but it doesn't have to be. Check out these handy formulas for calculating tangible social media benefits – advertising, content, leads, research, support, sales, and more!
Denis Failly's insight:

Interesting Quantitative sprite to assess your ROI on Social Media

 

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Social Media ROI – How to 5/6

Social Media ROI – How to 5/6 | Beyond Marketing | Scoop.it
What allows for hyper-targeted advertising via Facebook? Facebook is one of the most popular websites on the Internet and that means plenty of exposure for
Denis Failly's insight:

 How to Achieve: Cost-Effective, Highly-Targeted Advertising

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Social Media ROI – How to 3/6

Social Media ROI – How to 3/6 | Beyond Marketing | Scoop.it
What is User Engagement? User engagement is any interaction a brand has with users outside of the traditional shopping experience. This occurs two
Denis Failly's insight:

How to Achieve: User Engagement With Your Brand

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Social Media ROI – How to 1/6

Social Media ROI – How to 1/6 | Beyond Marketing | Scoop.it
What is reach? Reach is the number of unique individuals who have seen content published by a brand on a social network. For example, if you post a status
Denis Failly's insight:

How to achieve reach ?

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