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Marketing

Sarah Worsham / Apr 7, 2009

All Your Tweet Belong To Us

allyourtweetAll Your Tweet is a free service (currently in beta) that aims to aggregate various Twitter services into one place.  Fairly basic functions such as follow, unfollow are offered, along with basic analytics (followers, friends, favorites, status updates) for multiple accounts.  A web-based twitter client integrates all accounts into one dashboard, with URL shortening and tracking, and the ability to integrate RSS feeds into Tweets.  Scheduling future tweets is also a really nice addition.

When I demoed All Your Tweet, the interface seemed a bit confusing with links at the top and Action links along the left.  Some of the links are only available from the dashboard, which makes changing between “Actions” difficult.  The web-based Twitter client is nice, but while it constantly updates times, it didn’t seem to always update tweets (those were in batches).  So the time updates are a confusing illusion that it is actually constantly refreshing.  Having analytics on the side was nice, but not something that was needed while tweeting.  Most disappointing, I couldn’t get the RSS feed to work properly – although this may be due to recent problems with Twitter.

All Your Tweet has some really nice functions and I’d like to see them make the interface more robust and easy-to-use.  It has the potential to be a pretty useful social marketing tool.

Have you tried All Your Tweet? What are your thoughts?

Technorati tags: all your tweet, social media, internet marketing, social media marketing, business, social networks, marketing

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Sarah Worsham / Apr 6, 2009

Important Metrics for Your Pay-Per-Click Campaign

advertisingtheancientbritMany businesses run pay-per-click (PPC) campaigns in order to increase traffic and sales to to their websites. However, many are not looking at how effective those campaigns are.  I’ve run across several websites which thought they were doing ok with their PPC campaigns, but upon closer examination, we found they were spending more than they were getting out of the advertising.

Conversions

A conversion is when an action that you’re advertising is actually taken on your website.  So if you’re advertising a product, it’s when someone actually purchases that product.  This is usually tracked by putting a script tag from your PPC ad on your thank you page that happens after a purchase is made. Conversions are the whole reason you’re advertising, so they are very important to track.

Cost Per Conversion

For the number of conversions you get in any time period, how much are you spending on advertising? Taking the total amount spent and dividing it by the number of conversions will give you how much you’re spending per conversion – or cost per conversion.  This metric is extremely important for knowing whether you’re spending too much on your advertising for what you’re getting out of it.  If this number is too high, it’s time to look at optimizing your ads, website and landing pages.  (As an aside, sometimes people will click on an ad and purchase a product much later – days or weeks – this is not tracked with this metric).

Conversion Rate

How many clicks do you have to get before someone purchases from you?  How effective is the path the visitor takes to purchase the product?  The number of conversions divided by the number of ad clicks gives you the conversion rate.

Clicks

How many times people are clicking on your ad- how much interest and traffic it is generating.  If you are using advertising for branding or just for traffic, and are not tracking conversions or sales, this is an important metric.

Cost Per Click

How much each click costs – or how much you’re paying for each person that your ad brings to your website.  Taking the total amount spent and dividing it by the number of clicks will give you this metric.

Click Through Rate (CTR)

How effective your ad is – in message and targeting (keywords, placements, etc.)  Measured by the number of clicks on an ad divided by the number of impressions (number of times it is shown).  A low CTR can indicate poor messaging or targeting (keywords, placements, etc.).

(photo by The Ancient Brit @ Flickr CC)

Technorati tags: pay-per-click advertising, internet advertising, internet marketing, search engine marketing, business, SEM, SEO, PPC, marketing

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Sarah Worsham / Apr 2, 2009

Why Customer Satisfaction is the New Marketing ROI

No one is certain why business valuations keep climbing above assets, but there is a good hypothesis. The theory is that businesses are realizing an increasing level of value from intangibles—things that help a company create value, but that don’t show up on the balance sheet. Identifying those intangibles so they can be modeled, measured and optimized is a powerful market driver that is sending managers scrambling into every corner of business operations. – Christopher Kenton – What’s Really Behind The Drive Towards Metrics

satisfactionandrecharlandThanks to the Internet and social networking, customers have more input than ever before into a company’s intangible valuation.  Marketing and brand management are no longer done in a vacuum with a company broadcasting how it thinks customers should feel about its products.  Customers are talking directly to each other about companies and products.  Word of mouth marketing is trusted much more than anything a company says about itself.  Therefore, how customers feel about a company (customer satisfaction) is an important measure of a company’s intangible valuation.

Luckily, increasing customer satisfaction usually has a direct effect of increasing sales and profitability. When customers have a good experience, they will share that experience with others who trust their judgement.  They are also more likely to purchase from the company again.  And vice-versa for poor experiences.  Successful marketing strategies take into account the customer experience and satisfaction to create long-term gains for the company.

(photo by Andre Charland @ Flickr CC)

Technorati tags: customer experience, customer-centric, experience centric, business, strategy, marketing

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About Sazbean


Sarah Worsham (Sazbean) is a Webgrrl = Solution Architect + Product Management (Computer Engineer * Geek * Digital Strategist)^MBA. All views are her own.

Business + Technical Product Management

My sweet spot is at the intersection between technology and business. I love to manage and develop products, market them, and deep dive into technical issues when needed. Leveraging strategic and creative thinking to problem solving is when I thrive. I have developed and marketed products for a variety of industries and companies, including manufacturing, eCommerce, retail, software, publishing, media, law, accounting, medical, construction, & marketing.

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