DIGITAL MARKETING 101 : KPIs
KEY PERFORMANCE INDICATORS
Now that we feel more comfortable with traditional advertising options for your marketing goals let's get a bit more aggressive with our sales tactics. Of-course you can always count a traditional advertising for brand awareness on channels like print, radio, film, broadcast television and cable however, those options can be less than transparent in their campaign metrics and do not provide real-time methods of measuring and adjusting your campaigns to improve sales.
If you wish to continue to focus on brand awareness I understand its perceived value however my research and your own experience will validate that the wireless internet of everything has taken over and so we will focus on 21st century Digital Marketing tools moving forward.
Did you know that this year more Americans will surf the internet from the cellphone than from their desktops at home. By the end of the decade there will be more cellphones than humans and the trend is to enable them all with broadband speeds, global position systems, cameras and electronic wallets. If your mouth is not salivating at this prospect right now perhaps it will by the end of this section.
77% of all business have a website and they are reaching out to their consumers online during any of the phases of strategic planning, tactical development, implementation and monitoring using display networks, advertising agencies, affiliate programs, email campaigns, social media, mobile advertising and search engine marketing.
There are a few key performance indicators that will help you and your inter-departmental team better understand how to monitor each of these and reach your milestones more confidently.
Let's list some of these marketing goals and their associated key performance indicators...
R E A C H
* Impressions served
* # of Visits
* # of New Visits
* % of Returning Visitors
* % of New Visitors
* Visitor Demographics
R E S P O N S E
* Search Engine used
* Referring Domain
* Search Keyphrase used
* Search Keyword used
* # of Responses
* # of Unique Responders
A C Q U I S I T I O N
* Page Stick/Landing
* Page Slip/Bounce Rate
* AVG # of Visits per Visitor
* AVG # of Pages per Visit
* AVG Time 2 Purchase
RETENTION
* Page Frequency
* AVG Frequency
* Return Action
* Action Value
Lifetime Value
C O S T T O R E V E N U E T R A C K I N G V A R I A B L E S
CPM
Cost Per Mile
CPC
Cost Per Click
CPA
Cost Per Acquisition
CPA
Cost Per Action
