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Home Asian e-Marketing May - June 2009 Definition of success in online dialogue marketing

Definition of success in online dialogue marketing

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Research has shown that people hardly ever go beyond the top 30 results listed from a search. In fact, the top 30 results get over 90% of search traffic and the top 10 results receive nearly 80% more traffic than those in positions 11-30 achieve. Research published by Penn State University as early as in June 2003 showed e.g. that web users typically visited only the first three results from a enquiry, with one in five searchers spending 60 seconds or less on a linked web document. This clearly demonstrates the importance of being highly visible when web users are searching for your type of product or service. What's more, if users find your site quite easily and you are offering something relevant to their needs, then they will also feel positive about your company!

As an advertiser, you want to monitor of course the success of your marketing measures. Here, the definition of success depends on the campaign objectives. Particularly in online dialogue marketing, web monitoring provides many possibilities. Ultimately, it is the response that decides success or failure. The definition of success is always dependent on the goals of the campaign.

It could include the following:

  • increasing the level of awareness of a brand (branding)
  • communication of products and product features
  • registration (e.g. competition, newsletter, request for proposal)
  • purchase/transaction
  • new customer acquisition

Requirements of modern online advertising success monitoring

The goals of online marketing campaigns can be very different. Brand websites often aim for widespread visibility in order to support an offline advertising campaign. Online shops have their focus mainly on the number of transactions. It doesn’t matter which goal you are aiming for with your website, transparent and accurate web monitoring is important to be able to measure success and ROI.

Methods of Web Monitoring

Web monitoring can be performed by means of various tracking methods, starting with traditional log files up to modern live tracking on the basis of the pixel measurement method. Compared to the other methods, the pixel measurement method is often described as the best and most advanced. The reason for this is mainly the validity and the timeliness of the data.

Four Important Key Figures in Online Marketing

  • number of ad impressions: Click-Through-Rate = number of visits
  • cost per ad impression: Click-Through-Rate = cost per visit (cost per visit / cost per click)
  • cost per visitor: Unique visitor rate: = cost per visitor
  • cost per visit: Conversion-Rate = cost per purchase/address (cost per action/cost per order)
 
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Contents (May - June 2009)