tailieunhanh - Enterprise Marketing Management The New Science of Marketing phần 7

Tin tưởng rằng nó hay không, các dự án CRM được củng cố bởi phân tích ROI nghiêm ngặt có nhiều khả năng thất bại hơn so với những con số cứng nhắc ít! Lý do là trong các cao điểm để lắp ráp các trường hợp kinh doanh khắt khe để biện minh cho việc triển khai CRM, sự chú ý đáng kể được trả cho những điều dễ dàng để đo lường | 134 ENTERPRISE MARKETING MANAGEMENT HOW DO NEW MEDIA MEASURE UP New media have come a long way in a very short time. At its introduction the concept of eyeballs simple views of a given site or content selection was the limit of what was measurable. Today s software can provide most marketers with more information than they can actually use. So what should marketers be measuring with new media For any new media investment the overarching concern is return on investment. Given that many marketers aren t even thinking about ROI and would have a challenge ahead of them if they did think billboards new media is a welcome change. Return on investment for new media tends to come from a number of different sources Sales of the same stuff For those companies that are executing transactions using a web site or some other new media-driven vehicle this is an easily attainable metric. Many companies look to new media as their new channel for selling their existing product or service set. Cost reduction An alternative return might come from the reduced cost of servicing existing customers. The cost to serve a banking customer via a web site is dramatically lower and in many instances better than the cost of maintaining branches filled with tellers. This reduction of cost to serve might be an element of your return on investment. Customer retention You may be able to use new media to show that your efforts to build a brand experience have actually reduced the churn of existing customers. Put another way you have used new media to increase customer retention. The end result is more sales and possibly reduced spending on traditional media or direct selling. For nearly every company it s remarkably more efficient to sell more to your current customers than to try to find that elusive new customer. Sales of new stuff This is where worlds are opening up. The smartest companies are figuring out how new media provide previously unimagined opportunities for creating and selling new .