Today's business reality demands smart marketing
ROI can be looked at from varying angles.
Cost of sales: Similar to the financial industry, marketing ROI (return on investment) is calculated by determining the cost of a campaign (a series of integrated initiatives or a single tactic) and relating it to the sales volume of a product or service. In its most simple explanation, if a campaign costs $1000 and it results in $1200 worth of sales, the ROI is 20%, or $200 profit.
Expense savings: In specific cases, a website can perform cost-cutting tasks. Think of online banking. Rather than having face-to-face teller communication, bank customers can access their accounts, transfer funds, pay bills—all online. The upfront cost is in developing the appropriate tools to support these self-relying tasks.
Interactive mix: ROI isn't necessarily dollars to dollars either—it can be measured in eyeballs, visitors, clicks, engagement, subscriptions and other important metrics.
Completing these calculations after a campaign is beneficial to determine whether it was successful and to drive future campaigns. But imagine if you could calculate the potential results before a campaign?
Hope vs. confidence
Imagine deploying a series of initiatives with confidence they will produce the predicted results versus the days when businesses would splatter their brand everywhere in hopes of achieving their sales goals.
Results-driven marketing allows businesses to use a calculable ROI approach to building campaigns. Through a series of calculations, we develop equations to predict the number of leads, conversions and ultimately sales.
Many businesses fear they will need to invest in a brand new site to achieve success. MicroArts works with existing brands and tools to refine their ROI potential. This can entail refining the brand, designing a new landing page based on A/B testing, realigning the sales and support processes with the online experience, infusing the site with key search words, deploying email communications, integrating social media or a combination of initiatives.
While sometimes a new site is the solution to achieving the greatest ROI, the bottom line (no pun intended) is calculable results can be achieved by perfecting and enhancing existing tools.
A formula for success
Through technical analysis of real down-to-the-click data, we can create a calculable ROI that aligns to your forecasts and business plan. At the heart of it all is your businesses' website—the central conversion point and Internet stronghold for your brand. To achieve success, your website must be supported by a host of strategically integrated initiatives: branding, Internet lead generation, website conversion optimization, search engine optimization, search advertising, social media marketing, print advertising, and other marketing initiatives as part of its Ultimate Marketing Mix.
Predictable ROI, precisely crafted:Marketing ROI is born in brand development (brand naming, brand positioning, brand identity and design). It matures through the creation of the brand's ultimate marketing mix and culminates in the launch of results-driven marketing initiatives engineered to deliver a predictable return on investment. Some of the steps in creating this predictable ROI include:
 STEP 1. BRAND IT
An essential element before launching any marketing campaign is ensuring the brand is dialed in—both in design and positioning. Own a market niche, or your campaign isn't going to deliver! STEP 2. DEFINE THE SALES PROCESS
All stages of the sales process (including the post-sale support) must be understood and cataloged. Aligning this to and translating this into a marketing plan is critical to insure an ROI formula that's accurate and true.
STEP 4. TAKE INVENTORY
Using MicroArts' proprietary checklist, we analyze your Internet presence from top to bottom, left to right, above the fold and below. Every opportunity to collect data, measure information flow and aggregate metrics will be taken.
STEP 5. TEST
An integral part of achieving calculable ROI is testing. A/B test and multivariate test through landing page optimization, email messaging, banner ads and every other opportunity for optimization.
STEP 6. REVIEW
Review the results of testing, lose the losers, promote the winners. Grow the formula. Evolve every asset of the marketing mix in light of findings.
STEP 7. LAUNCH
Turn everything up to 10. Deploy the fully evolved marketing mix, taking the formula off the page and engineering the reality of results-driven marketing.
STEP 8. ANALYZE
The moment the button is pressed, the moment the switches are thrown, the needles will begin to move. What direction are they moving and how far? Do they match the model? If not then TURN THE WHEEL AND COURSE CORRECT.
Get results driven marketing, now.
MicroArts creates predictable ROI for brands and takes businesses to the next level. Connect with us now to create your calculable return on investment for your business today!
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Days of old—Cross your fingers
Circulation. Ratings. Demos. Bulk rate. This is the vocabulary of "cross your fingers" marketing. Cross your fingers that the money invested in old-media initiatives would reach broad audiences and actually transform into some kind of return that would propel your business forward.
If you ever sat around a boardroom after a campaign has failed to produce leads, you know that crossing your fingers is never a viable plan.
It's time to uncross your fingers.
MicroArts' results driven marketing approach leverages analytics and detailed metrics to deliver predictable ROI. Uncross your fingers today.
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A/B testing is about simple choice
Which do people prefer? Option A or option B? That is the basis of A/B testing.
In today's digitally driven world, it is a cost-efficient and fast method of getting the message right. Used with landing page design, email campaigns, banner ads and promos, A/B testing determines which messages, layouts and ads will have the strongest connection to the customer, resulting in the highest rate of click-throughs. If option A is chosen, it goes up against a new option B, always narrowing the choices. This refinement is crucial in formulating the predictable ROI.
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Internet Marketing ROI
A brand. What is it?
Internet Marketing is a marketing investment, not just an expense. An expense is a cash outlay you try to minimize, especially in today's changing business world. When your business makes an investment, it expects a positive financial return. So how do Internet Marketing dollars translate to sales or cost savings and how does your brand manager measure Internet Marketing ROI?
Read full blog
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"Technology affords insights into marketing that was once science fiction. With great power comes great responsibility. Do no evil. We are not spies; we are not trying to own people through marketing. Instead we are trying to create better, more relevant messages for consumers—a better experience for consumers, resulting in a better experience for businesses. A win-win."
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MicroArts Creative Agency
Since 1988, we've been perfecting our practice as a Brand Launch agency.
Internet marketing services include:
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STEP 1. BRAND IT
