Page 11 - index
P. 11
RESEARCH, ANALYSIS & TRENDS
sees their campaigns/ads, the audi- them neglect or wrongly prioritize – and by conversion, Fournaise
ence will automatically engage with their brand Customer Value Propo- means e.g. more sales, more or-
them. sitions (CVPs) and product CVPs. ders, more market share or more
The consequences here are that qualified prospects.
However, in the world of marketing the CVPs they deploy are often
effectiveness, using awareness as weak, unattractive and/or don’t do Marketers mistake engagement
a top effectiveness KPI is wrong, as justice to the very products they are for conversion
awareness in itself is nothing, if not supposed to generate customer
specifically built to generate demand for. In the world of market- Interestingly, 86% of these
(measurable) interest, desire and ing effectiveness this is wrong, as “engagement” marketers
ultimately action (AIDA) that have a interest, desire and action can only (voluntarily, genuinely or conven-
direct positive impact on the compa- be achieved by deploying first of all iently) mistake engagement for con-
ny’s top line (revenue, gross profit) solid, audience-attractive and audi- version, which is something Four-
and/or bottom line (EBIT, EBITDA, ence-relevant CVPs, and then opti- naise believes may be the most
net profit). mized CVP architectures. alarming fact of all. Actually, these
marketers believe that their engage-
74% of marketers don’t pay For 71% of marketers, effective- ment KPIs prove they generated
enough attention to their CVPs ness is just about engagement more business for their organiza-
tion, even though they can’t really
With awareness as one of their top After awareness, 71% of Marketers (and unequivocally) link these en-
KPIs, 74% of marketers believe it is believe that the next best way to gagement KPIs to actual business
all about standing out through crea- prove effectiveness is to demon- and P&L-related results and market-
tivity, media placement and any- strate their strategies, campaigns ing ROI (based on the real and pre-
thing digital. Consequently, that is and ads engaged their target audi- cise finance-driven definition of Mar-
reflected in the briefs they provide ence. Their ‘Marketing Perfor- keting ROI and not the fluffy ones
to their agencies. For these market- mance Dashboards’ are therefore they often come up with).◊
ers, form and style are more im- full of engagement KPIs, including
portant than the content/message – website traffic, views, calls, clicks, By MediaBUZZ
they focus too much on “how” the open rates, likes or tweets. Again,
message is to be delivered and not in the world of marketing effective-
enough on “what” message should ness, effectiveness can’t just be
be delivered. This often makes about engagement, since engage-
ment is nothing without conversion
M
MediaBUZZ Pte Ltd - Independant ePublisher for Asia ediaBUZZ Pte Ltd - Independant ePublisher for Asia
sees their campaigns/ads, the audi- them neglect or wrongly prioritize – and by conversion, Fournaise
ence will automatically engage with their brand Customer Value Propo- means e.g. more sales, more or-
them. sitions (CVPs) and product CVPs. ders, more market share or more
The consequences here are that qualified prospects.
However, in the world of marketing the CVPs they deploy are often
effectiveness, using awareness as weak, unattractive and/or don’t do Marketers mistake engagement
a top effectiveness KPI is wrong, as justice to the very products they are for conversion
awareness in itself is nothing, if not supposed to generate customer
specifically built to generate demand for. In the world of market- Interestingly, 86% of these
(measurable) interest, desire and ing effectiveness this is wrong, as “engagement” marketers
ultimately action (AIDA) that have a interest, desire and action can only (voluntarily, genuinely or conven-
direct positive impact on the compa- be achieved by deploying first of all iently) mistake engagement for con-
ny’s top line (revenue, gross profit) solid, audience-attractive and audi- version, which is something Four-
and/or bottom line (EBIT, EBITDA, ence-relevant CVPs, and then opti- naise believes may be the most
net profit). mized CVP architectures. alarming fact of all. Actually, these
marketers believe that their engage-
74% of marketers don’t pay For 71% of marketers, effective- ment KPIs prove they generated
enough attention to their CVPs ness is just about engagement more business for their organiza-
tion, even though they can’t really
With awareness as one of their top After awareness, 71% of Marketers (and unequivocally) link these en-
KPIs, 74% of marketers believe it is believe that the next best way to gagement KPIs to actual business
all about standing out through crea- prove effectiveness is to demon- and P&L-related results and market-
tivity, media placement and any- strate their strategies, campaigns ing ROI (based on the real and pre-
thing digital. Consequently, that is and ads engaged their target audi- cise finance-driven definition of Mar-
reflected in the briefs they provide ence. Their ‘Marketing Perfor- keting ROI and not the fluffy ones
to their agencies. For these market- mance Dashboards’ are therefore they often come up with).◊
ers, form and style are more im- full of engagement KPIs, including
portant than the content/message – website traffic, views, calls, clicks, By MediaBUZZ
they focus too much on “how” the open rates, likes or tweets. Again,
message is to be delivered and not in the world of marketing effective-
enough on “what” message should ness, effectiveness can’t just be
be delivered. This often makes about engagement, since engage-
ment is nothing without conversion
M
MediaBUZZ Pte Ltd - Independant ePublisher for Asia ediaBUZZ Pte Ltd - Independant ePublisher for Asia
