I fell in love with marketing 20 years ago after reading a case study about Coca-Cola’s subliminal advertising. I loved the thought of coercing people to buy a product they didn’t necessarily want or need.
My marketing philosophy has significantly matured over the years, from thinking that good marketing is making a company look good, to a belief that great marketing makes customers feel great. Do customers queue through the night to buy your product?
Besides getting a lucky break and your product unexpectedly going viral, in my experience the only way to know your audience and give them what they want is to embrace your data.
I use data to drive as many decisions as possible and to tell the stories of why things worked or didn’t. For the creative marketers out there, don’t interpret my reliance on numbers as a loss of creativity – I believe there is a complimentary relationship between the art and science of marketing.
Companies have different digital marketing objectives and track their return on investment in different ways. Here are five different levels I’ve identified – don’t get caught up on which level you’re optimising at, but rather what is the right level for your company. Level 5 is not the end goal for every business.
- Level 1 – Optimise creative to maximise users on your website
- Level 2- Optimise creative to maximise leads generated on the website
- Level 3 – Optimise creative to maximise enrolments/sales
- Level 4 – Optimise creative to maximise value of sale
- Level 5 – Optimise creative to maximise life time value of sales
At the Digital Marketing Strategies for Higher Education Conference, I’ll share the steps I’ve taken to transform data into a marketing strategy and show you how to move between these Levels. I guarantee that if you implement these steps, your marketing will get a solid ROI.
Step 1 – Data
Ensure you can track everything, I mean everything. You want to track the entire consumer journey from when a user sees an ad to what they buy. Your spreadsheet should look something like this:
- The YELLOW section of the spreadsheet captures how much traffic your ad is getting, how much you are paying for the traffic and how responsive the audience is from that channel to your creative.
- BLUE tells you what’s happening on your website: How many people get to the site, how many people enquire about your product and how many buy your product.
- And GREEN is all about the money: How much are you spending and how much are you making.
At the conference, we’ll analyse the stats and see what stories we can tell…
Jaysen du Plessis will be speaking on ‘Transforming data in to strategic intelligence for marketing strategies’ at the Digital Marketing Strategies for Higher Education Conference this July. Book your place by May 6th to save $400.