subject: Senior Marketers Need Greater Accountability [print this page] According to a survey conducted by www.emarketer.com on the top priorities of the in 2010 According to the senior marketers worldwide, a good majority of the marketers consider SEO and Social networking applications an important aspect of their businesses. What is alarming is that, in yet another survey on the Advertising Performance Metrics in Which Senior Marketers Worldwide are Most Interested, Second half, 2009, it was found that while more than 50% senior marketers regarded efficiency parameters such as Time on site, Unique page views and click through rate very important from the point of view of the success of their e-marketing strategy, only a overwhelming minority of 13.4% considered ROI and cost per click conversion as being important.
What exactly is the objective of an e-marketing strategy or for that matter any marketing or advertising strategy?? The answer is obviously an increase in the sales value, revenue and profit margin. Other factors such as time on site or click through rate are just means to the ultimate end of achieving higher Return on Investment. But somewhere down the line, the senior marketers in the business organizations seem to be drifting away from the main aim and this does not forebode well for the organization.
The Internet Marketing has enormous potential. With such tools as Mobile Marketing, Social media Marketing Search Engine Optimization ,Email Marketing, conversion rate optimization and page land testing, marketers can collect terabytes of information about the users, and design their marketing strategies and advertising ad campaigns, so that ultimately a product stands sold. No company is interested in just giving a demo of its products and services. The conversion from potential to customer is desired by each and every business, whether in the world of physical advertising or virtual advertising, and marketers need to understand that. Now that, a higher proportion of ad budget will be spent on advertising on the internet, the marketers need to focus more on increasing the return on investment of the organizations.
Moreover, the cost per click needs to be streamlined as there is no limit to the number of viewers of an ad and this may mean higher ad expenditure for the business. An efficient way of curtailing the cost per click, rather cost per irrelevant click is to Geo-target the ads so that they are displayed only to the people residing in a specific country or region, who have the higher propensity of buying the product being advertised. Till today, the most used technique for targeted ad placement used by major search engines cum advertisers is through tracking the search history of a particular group of users and then analyzing the same for a more generic view.
The beauty of the web lies in its capability to provide a common platform for the advertisers to access and present their products to a trillion denizens according to their choice and preferences but it would all be in vain if the real motive of earning profits is sidelined.
