The Insight Files
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Consumer trends and news curated by Tourism Australia
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How offline and online marketing can work together

How offline and online marketing can work together | The Insight Files | Scoop.it

Digital marketing is becoming increasingly important in the modern sales cycle, but traditional methods also still have their place. This infographic looks at some of the stats around offline and online marketing and outreach methods. Among the key takeaways:

 

  • Both offline and online channels have their value when it comes to promotion and advertising.
  • All promotional methods and tools need to be constantly reviewed for ROI.
  • It's not an online OR offline marketing decision, but how they support each other that matters.

 

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How to Calculate the Value of a Like

How to Calculate the Value of a Like | The Insight Files | Scoop.it

Over my decade working in web marketing, I've spent a ton of time at various marketing conferences, and I've read countless books and blogs about new media. I've noticed a disturbing trend over the past few years in the social media end of the communications world. Much of the advice and strategy I hear boils down to little more than "unicorns and rainbows" superstitions like "engage in the conversation" and "be awesome." Not only has much of the industry ignored hard metrics and dollars-and-cents ROI math; there has actually been a vocal opposition to measurement and accountability.

Effective marketers expect to see clear cut, positive ROI for every other channel of online marketing including email, search, and display advertising. But for some reason, many seem to forget about return when it comes to channels like Facebook and Twitter.

At HubSpot, the inbound marketing software company where I work, we're obsessed with hard data and metrics for every inch of our business. So it seemed like a no-brainer to me that we should understand exactly what the value of each social networking connection is to our bottom line. It was out of that love of numbers that I began work on the value of a like (VOAL) formula.

 

Read more: http://blogs.hbr.org/cs/2012/11/how_to_calculate_the_value_of.html

 

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Destinations establish way of measuring ROI of social media

Destinations establish way of measuring ROI of social media | The Insight Files | Scoop.it

Destinations are some of the most prolific users of social media - using a wide number of channels and often backed by hefty levels of marketing spend. However, how does a destination establish if its efforts with social media are worth all the messages on Twitter, pictures on Instagram, videos on YouTube and interacting on Facebook? Think, a social media agency that works with tourism boards and DMOs around the world has developed what it claims is a measurement standard for organisations to use when they want to evaluate the success of a social media campaign. In its simplest form, DMOs work from three elements:


  • Total expenditure of a visitor.
  • Multiply it by a percentage that represents a social media channel's influence on purchasing.
  • Combine with consumer interactions across a channel.


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