I remember when digital was called “interactive.” Somewhere along the way it changed to all things “digital.” This included not only website clicks or interactions, but all things that influence that click.
The new job title of the modern digital strategist should be “Master Reaction Engineer” getting noticed and making sure we learn from that reaction.
Remember when it was so simple? We sent an email, the user clicked through to your website’s home page, then you skipped a “cool for 5 seconds” flash “intro”, navigated through several clever but too long ambiguous drop down menus and on a linear path to find what you were looking for…
Remember when you were able to calculate a Return on Investment (ROI) for each different channel?
Now the playing field has changed.
Now we need to start justifying a Return for every Objective (ROO) and furthermore tie it back to an individual. What caused this shift in thinking? A few of the known suspects include…
- Mobile Devices / Tablets
- Social Media
- Applications & Tools
- Search Engines
- Blogs & Online Communities
- Web Analytics & Big Data
- Testing – Usability, A/B split, multivariate, eyetracking
- Marketing Automation
Now that we know that awareness and engagement lead to a more qualified audience and monetary conversion, business leadership is willing to invest in the long-term return of a brand advocate. This is a 360-degree turn from direct marketing tactics and has shook up how cross-functional teams need to work together and align to support that longer-term vision.
We now have multiple funnels to track along the customer on and offline and cross-device user decision journey. There are several key “conversations” between the customer and the brand along this decision journey, across multiple channels and devices.
Now it makes sense to track their journey instead of just tracking channel performance – that way you can track your key influencers and start incentivizing them with a loyalty program. Sound complicated?
Nah… Here are some general rules to follow to make it simple. First, list times you would interact with a potential customer along the user journey – for example:
- Researching a Brand
- Customer Service Request
- Purchases a Product
- Returning a Product
- Signing up for an Event
- Sharing a Product Review
- Referring a Friend
Now think about what are measurable to show the objective was met – for example:
Researching a Brand
- An article was given a +1
- A marketing email was opened
- Content was shared from a person’s social network
- A brand message was retweeted
- A person returned to your website
- A positive product review or rating was submitted
Next, within that list, prioritize and qualify based on amount of reaction an action might give and what it is worth to your brand: (ok, we may not be able to track how big someone’s network is, but we do know that a retweet will provide more impressions then your average Facebook share, right?)
6 Product reviews or ratings are submitted
5 The person returned to your website
4 A brand awareness message was retweeted
3 Content was shared from a personal social network
2 An article was given a +1
1 Your email was opened and/or clicked
So, based on a value of 1-6, with 6 being the most value – if a visitor in a 1 month period gave 1 review, shared content with their network 2 times and gave 4 likes to your post, they would have a value of 18. Now try the same thing with the other interactions along the customer journey…
- A person subscribes to your Email Newsletter
- They opt-in to follow you in social media channels from your website
- A Contact Form was Submitted
- A Lead makes their first Purchase, and now you have their mailing address
- Downloads a free marketing offer
- Clicks the link in your triggered email after download
- Spend over 2:00 minutes on your Site
- Commented on a Blog Post
- Signed a Statement/Petition
- Entered a Contest
- Used a Coupon
- Viewed a Video
- Downloaded a File
- Signed up for a Monthly Gift
- Hosted a Peer to Peer fundraising event
- Gave an gift that exceed the “Average Gift” amount
- Signed up to Volunteer
- Set up an online fundraising campaign
So what’s your measure of digital marketing success – user reaction or interaction?