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  • Internet Marketing Campaign SESSION 13

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    Kartik Jain
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    This document outlines an internet marketing campaign with goals of attracting 10,000 new visitors, achieving 10,000 likes or trials, and generating 20% of sales online. It describes the campaign approach of reaching 1 million visitors with 10% attraction efficiency, then 10% conversion rates at each subsequent stage to generate leads and sales. Metrics for assessing the campaign include conversion rates, cost per click/acquisition, return on investment, and branding metrics to determine success.

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    This document outlines an internet marketing campaign with goals of attracting 10,000 new visitors, achieving 10,000 likes or trials, and generating 20% of sales online. It describes the campaign approach of reaching 1 million visitors with 10% attraction efficiency, then 10% conversion rates at each subsequent stage to generate leads and sales. Metrics for assessing the campaign include conversion rates, cost per click/acquisition, return on investment, and branding metrics to determine success.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPT, PDF, TXT or read online from Scribd
    Flag for inappropriate content
    Download as ppt, pdf, or txt
    25 views9 pages

    Internet Marketing Campaign SESSION 13

    Uploaded by

    Kartik Jain
    This document outlines an internet marketing campaign with goals of attracting 10,000 new visitors, achieving 10,000 likes or trials, and generating 20% of sales online. It describes the campaign approach of reaching 1 million visitors with 10% attraction efficiency, then 10% conversion rates at each subsequent stage to generate leads and sales. Metrics for assessing the campaign include conversion rates, cost per click/acquisition, return on investment, and branding metrics to determine success.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPT, PDF, TXT or read online from Scribd
    Flag for inappropriate content
    Download as ppt, pdf, or txt
    of 9

    Internet Marketing Campaign

    Campaign Response Mechanism


    Online Media Creative

    HOME PAGE

    MICROSITE OR LANDING PAGE

    PERSONAL

    OFFLINE

    CAMPAIGN GOALS
    TO ATTRACT VISITOR (TRAFFIC BUILDING) ACHIEVE 10,000 NEW VISITORS TO DELIVER AN EFFECTIVE MESSAGE (PERCEPTION BUILDING) ACHIEVE 10,000 LIKES OR TRIALS

    INTEGRATION FOR MIXED MODE BUYING (TRANSACTION BUILDING) ACHIEVE 20% SALES ONLINE

    CONVERSION APPROACH
    Scenario
    REACH

    1,000,000
    VISITORS

    10% Attraction Efficiency 100,000 10% Conversion Efficiency 10,000

    LEAD GENERATED

    OUTCOMES

    10% Lead Conv. Efficiency


    1000

    Timescales for Campaign

    Annual Marketing Communications Objective

    Campaign Specific Communications Objective

    Campaign Cost

    Cost Per Acquisition

    Assessing Campaign Success


    STEP 6 LIFETIME VALUE STEP 5 BRANDING METRICES STEP 4 CAMPAIGN ROI % STEP 3 CPA STEP 2 CPC STEP 1 CONVERSION RATE STEP 0 VISITORS / REACH %

    REACH

    AD IMPRESSIONS Rs 21,700,000 Media Cost Rs 700,000 CTR 0.23% CPM 32.26%

    ATTRACTION

    CONVERSION

    VISIT

    CLICKS CPC CONVERSION RATE

    50,000 Rs 14 33.40%

    LEAD

    RESPONSE 16,700 COST PER OPPORTUNITY Rs 41.92 CONVERSION RATE 10.60%

    OUTCOMES

    SALES COST PER SALES

    1770 Rs 395

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