Enough of this internet

marketing rubbish!
Show me the money!
 Well, for starters,
Internet marketing is
NOT free.
It Takes People
 It Takes
Technology
It Takes Time
 All of which are

LIMITED
RESOUR
CES
 Even if I decide to go
ahead with internet
marketing, why should
I allocate resources to
it?

BigBoss
Well it would result in
cost reduction in It would generate more
marketing and customer revenue too: more
service… transactions, new
customers, brand
awareness and loyalty…

Then there is market

research and
competitive intelligence
 Fine. Fine. Hire an internet
marketing hot shot. But this
better be good. Our
employees’ bonuses are on
the line here.
I ‘d better see an increase
our revenue and reduce cost.

BigBoss
I’m your new
Internet Marketing
Manager and I will blow
you away with cool stuff
like SEO, Social Media
Marketing, Email and PPC
campaigns and lots more!

Oh…and the name’s

Bond, James Bond
 Our Facebook friends
and Twitter followers are
through the roof! And you just HAVE to
Our website traffic has see the comments on
doubled in just a our blog!
month!

ONE Month Later

Finance Dept.
Told you I was
super cool!
 Our social mentions
are super dooper! And visitors just wont
Our Google Analytics stop coming to our
are stunning! website!

SIX Months Later

 I totally rock!
These awesome results
are proof of my
coolness!
Why are we
Good question,
happy by the
considering our
way?
P&L still sucks.

Finance Dept.
 Psst…I heard BigBoss isn’t too happy with you.
He doesn’t care how many Facebook friends or what page
rank we have unless it means we are selling more stuff.

Darn it, my
cover’s been
blown!
 Betty, its me. I What do I do?
need your help, Where do I start?
quick. Arghh im so super cool,
this can’t be happening
to me!!

I need to start linking

my awesome results
to actual company
performance.
 Relax Bond, you're such a
drama queen.
Lets take this step by step.

Welcome to the world of

ROI
Investment Gain – Investment Cost
Investment Cost
 $$$ $$$
Investment Action Reaction Non Financial Financial
Return Return

Here’s how the transformation from investment

to return occurs Internet marketing.
Right now, your money is showing a fab non
financial return!
…but remember what BigBoss said…
 Fine. Fine. Hire an internet
marketing hot shot. But this better
be good. Our employees’ bonuses
are on the line here.
I ‘d better see an increase
our revenue and reduce cost.

BigBoss
Organic Traffic Incoming Links
Rankings
Positive press
Page Ranks
Pages Indexed

Positive WOM
Website Visitors

Twitter followers Here are some non

ways to measure
Blog comments on financial return
 Hmm…what interesting
evidence do we have here
for financial return?
 Create Timelines

Week 22 Week 23 Week 24 Week 25

White Paper on SEO Press Release PPC Campaign Kamran starts Tweeting
 Compare Growth
5

YoY Growth %
2

Before Internet Marketing After Internet Marketing

0
B e f o r e S o c i a l M e d i a A ft e r S o c i a l M e d i a
 Compare Marketing Costs
5

2 Cost $000

0
Before A ft e r
Soci alBefore Internet Marketing S o c i aAfter
l Internet Marketing
Media Media
Compare Sales Revenues
5

Sales Revenue ($ Millions)

2

0
Before A ft e r
S oBefore
c i . . . Internet Marketing S o c iAfter
. . . Internet Marketing
Compare Number of Transactions
5

Transactions (000)
2

0
Before A ft e r
S o Before
c i . . . Internet Marketing S o c i . . . After Internet Marketing
Compare Number of NEW Transactions
5

Transactions (000)
2

0
Before A ft e r
S o Before
c i . . . Internet Marketing S o c i . . . After Internet Marketing
 NOW TRY
n’

FRY
frequency reach yield

How often do How much are your

customers buy? How many customers customers spending?
(# of transactions) are you targeting? ($ per transaction)
(# of NEW
transactions)
Now all you need to do is
overlay timelines, correlate
and find a pattern!
 Thanks Betty, I didn’t
think there was anyone
more awesome than me!
BigBoss,
I overlaid some of our
timelines and found that
ever since we began our
marketing activities on
the Internet,
our YoY sales are up, our
transactions have doubled
in number and $amount,
our customer base is up by
20%…
…and I could just go on all
day about my coolness…
 Hmmm….there must be
something we are doing right,
what’s your take on our
Internet Marketing ROI?

BigBoss
 Well that’s easy, all we
need to do now is plug in
our cost savings and
revenue gains into the
ROI equation!

Investment Gain – Investment Cost

Investment Cost
Yayyyyy!!! Internet Marketing
just did wonders
for our PnL!

Finance Dept.
 Well I’m impressed, looks
like Internet marketing is
here to stick around for a
while!

BigBoss
The name’s Bond…
James Bond…

…drinks anyone?

errr…drinks anyone?
 Let Askoli make
your Internet Marketing
strategy and guide you in
calculating its ROI!
Contact us now: sales@askoli.com
Or give us a call: +92 51 2270354