Yesterday, we talked about the modern anxiety with ROI and the move towards “value-added” pricing models, and I promised B&J’s solution.

The Creative team explained it to me like this: our focus, they said, is not on general brand management.  Instead we work within brand guidelines to market an individual product or service.  Most importantly, we track the entire campaign.  In a worldwide survey of executives about digital marketing, McKinsey found that, “over half say that they are not satisfied with the current process of allocation and measurement.  The most frequently cited barrier to shifting more money online is “insufficient metrics to measure impact”.  Gentlemen, we have the metrics.  We can build it—better than it was before.  Better, stronger, faster.  We can quantify ROI because we track each customer and their position in the sales cycle.  We can then work with sales to determine how much revenue resulted from our involvement.

But how do we track customer involvement?  In a typical direct-marketing campaign, we will design and send a customized, attention-grabbing branding element, whether it’s brownies or light-activated diodes, or something equally engaging.  Along with the loot, we also provide a custom key to enter a custom-made website (see our portfolio). If it is not a direct-marketing campaign, we require users to register to gain access to all the great content on the built-out website.  The custom-key or web-registration allow us to follow the customer—what they read, how long they read it, and their responses to any questions.  Our analytics team then applies the secret-sauce to the data and we have a great idea of where the customer is in the sale cycle.  Are they ready to buy?  Great.  If not, perhaps we send a friendly e-mail with more content—we cultivate the customer.  The end result: our clients can point to their ROI.

I hope that was clear.  I am simplifying, of course.  If you want any more insight into any part of the process, please post a response below.

Your Summer Intern,

Blake Hinckley

 

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