“Regardless of which tools we employ, it is critical that we continually measure and create actionable reports from data,
Wixom, MI (PRWEB) September 23, 2010
MontAd has developed a unique process dubbed “TRAEL” to help clients include digital initiatives that work in concert with “traditional” marketing programs. According to Al Haberstroh, president, MontAd, many companies charge into digital marketing without forming a strategy and without a plan to measure success.
“We recently submitted to a client, a digital marketing plan that was well thought out, researched, and crafted to achieve a defined set of goals,” Haberstroh said. “Yet, it was questioned because it did not include a Facebook page. This company had given no thought as to what purpose a Facebook account would serve or what content would be posted on the page. Still, they assumed that a digital program had to include Facebook because that was the extent of their social media marketing exposure."
As MontAd talks with companies about digital marketing programs, it is clear that some have forgotten a core marketing tenet: tactics must support strategy.
“I read data recently from Digital Brand Expressions that showed that 59% of companies who use social media have no strategic plan in place to guide such activity, which we find to be especially true with smaller companies.” Haberstroh observed. “The irony is that there are more tools to measure digital success and movement than in the offline world. With digital, we can measure opens, bounce rate, dwell time, etc., helping us understanding how engaged audiences are with client messages.”
In any marketing program it is important to identify the most effective and efficient ways to deliver key messages to customers and other stakeholders, and then develop measurable tactical initiatives with clearly defined goals. “TRAEL” is an acronym for the processes MontAd uses to measure progress towards digital marketing goals. Depending on client goals, MontAd measures any or all of the following:
Traffic: measures traffic driven to web properties; easiest metric to measure; most appropriate for companies with strong correlation between brand awareness and customer purchases; companies in launch mode also want to “capture eyeballs”
Rank: measures ranking or score given to a website; although is based on traffic, focus is on how company’s rank compares to competitors
Awareness: measures “share of voice” compared to competitors; are potential customers talking about the company online; are its brands coming up in relevant online conversations; what are people saying about the brands?
Engagement: measures whether visitors stopped at home page or clicked through to multiple pages; did they comment on or link to web properties; how much time did they spent on website; how does activity compare to competitors
Leads: primary objectives for most digital programs; easily measured for companies that sell directly to target audiences; more complicated measure for companies that sell through distribution, but can be accomplished with proper planning and execution
There are dozens of tools available to measure TRAEL elements, and MontAd matches the right ones with a client’s specific needs. Some tools are free and just require the time of someone who understands how to compile and analyze data. Others require a substantial investment, but offer the ability to track what is being said online about a company and its competitors.
“Regardless of which tools we employ, it is critical that we continually measure and create actionable reports from data,” Haberstroh noted. “For a digital strategy to be successful, we must listen to what data tells us and be willing to make changes if necessary. The digital world can change quickly, and companies must be prepared to respond appropriately.”
For more information, visit http://www.montad.com.