Tagged 'ROI'

Are You Tracking the Right Metrics? The ROI of Customer Loyalty

Posted by Jeannie Walters on January 8th, 2014 at 1:16 pm

What’s the return on investment (ROI) of a loyal customer?
People ask me this question all the time. It’s a great question, and the answer is not as straight-forward as you might think.
The equation is much simpler for customer acquisition expenses and returns.
1 customer > 0 customers
It’s easy to exclaim: We’re winning! We’re on top! If we invest $5.00 in customer acquisition, and we get a customer for $19.99, then it’s easy to see we’ve quadrupled our investment. Yay for us!
The mathematics behind customer loyalty is messy. It’s much more difficult to calculate, there is no simple equation for how to get a solid figure, and it depends on factors that fluctuate, such as discounts. The fatal error, however, occurs when we ignore customer loyalty. You see, even if calculating the customer lifetime value (CLV) is too daunting, you can get still get a good idea of your customer churn rate.
For an excellent explanation and walk-through of CLV, check out this infographic from KISSMetrics.

Keeping it real, churn-style
Churn is a little easier to digest. For the sake of keeping it simple: it’s literally the number of customers you acquire versus the ones you happen to be losing. If you gain 100 customers in a... Read more

Square One: In-house Agency vs. Outsourcing Digital Marketing

Posted by Kent Lewis on October 4th, 2013 at 7:58 am

In the last few years companies have an increasing desire to take search engine optimization (SEO), pay-per-click (PPC) and social media marketing in-house. The trend, while logical, has dangerous implications for corporations and agencies alike.

Chipotle's 'Scarecrow': The Most Successful Mobile Marketing Campaign Ever? (Video)

Posted by Rick Mathieson on October 3rd, 2013 at 6:48 pm

It's looking like Chipotle has scored big with a new mobile campaign centered on YouTube video and mobile game.
As Venture Beat reports, Chipotle and Moonbot Studios produced an animated film and mobile game as part of its overall "Food with Integrity" campaign.
Here's the thing: As a branding initiative, it's generating boffo results. In its first two weeks, the YouTube video saw 6.5 million views. And within four days of the mobile game's release on the App Store, it was downloaded 250,000 times, making it the top 15 free iOS apps in the U.S.
According to VentureBeat, with success like this, other brands will take notice and start creating their own branded games.
But as I write in my book THE ON-DEMAND BRAND, this has been going on for some time, as I take an in-depth look at how Coca-Cola, Burger King, Axe, Dove a growing number of major B2C (and B2B) brands have been doing some very serious business with branded games.
And while VentureBeat credits the fact that there's no overt selling in the Chipotle game, which is being praised for its production values, I think the game is more powerful than just that. In my view, the reason it was worth... Read more

Are You Venturing Outside Your Skill Set?

Posted by Dan Nuckolls on July 6th, 2013 at 10:04 am

When planning your next marketing video, determine what is best for the situation. Also determine if you can do it in-house or whether you should bring in a video production team.
Defining your PURPOSE is the first step in ANY project, and in video, it allows participants to have the end-goal in their heads. Leadership Author, Steven Covey wrote, “Begin with the end in mind.”
An iPhone is great in the hands of someone who knows production, lighting, sound, pacing, directing, storytelling, etc. But, just turning on a phone and recording from the built-in mic can be detrimental. It's not about the tools; it's how you use them. A poorly produced video, in business, can actually work against you and damage your image.
If you are capturing testimonials, a raw iPhone recording “might” work in a specific scenario, but if you are trying to represent the image of you or your company, it's wise to get assistance from someone who makes engaging videos for a living. After all, a poorly produced video might get out there, but will it impress anyone, or better yet, will it ENGAGE anyone? Getting people to watch is great, but if they don’t take ACTION, you are... Read more

Your Website Is Your Port of Entry

Posted by Dan Nuckolls on June 7th, 2013 at 1:04 pm

No video can take the place of a poor website. It’s like putting lipstick on a pig. However, when people see something they like, and it is interesting, their first impulse is to visit your site.
Even if you distribute your videos by social media like Facebook, Twitter, LinkedIn or Google+, make sure your videos are additionally placed on your own web site. Perhaps you can place them in a Video Blog, or a Resources area. Be sure they are optimized with the right keywords and provide enough context to those who don’t know much about you.
Web Video is Rockin’ the Web
People in the U.S. spend about 3.5 hours per week watching web video. With the increase in people’s obsession with web video, it’s a good time to consider getting involved in video as an essential part of your marketing.
This doesn’t have to be a big undertaking that requires a separate team, costly equipment or software. You can start small by hiring a video production company and doing several interviews with your customers, showing your product in an interesting way or even displaying the fun behavior of your employees.
Things to Think About:
How many times…

has a web article taken you to a... Read more