Getting started on the internet is an operation that requires investing resources, whether financial or human. When a Réunion company accepts this Qatar Email List , it generally expects to derive benefits. Yet many of them struggle to measure the value of this profit, or “return on investment” as marketers call it. Is this your case? Don’t panic, we’ll help you see more clearly.
Being on the internet is good. Doing it efficiently is even better. “ But… what is it to be effective? ” The question comes up regularly. From a marketing point of view, being effective means having an interesting return on investment (in English Return on investment or ROI ). Put more clearly, it is to ensure that the resources that one mobilizes to be present on the internet brings something back.
No Reliable Measurements Without Clear Objectives
One of the most common mistakes made by brands or companies is indeed to launch into digital channels without clear objectives. “The Internet is all the rage, the competitors are there. It is therefore logical that we are also there ”. If the desire not to miss the bandwagon is commendable, going on the Internet because everyone is there nonetheless remains counterproductive.
Starbucks, for example, has been able to highlight their involvement in donation for several organizations.
They reward the ability to use Google’s key tools, such as being able to define a free or paid SEO strategy , carrying out an online advertising strategy , being able to manage an e-commerce, building loyalty through emailing , etc. This is an essential step when you want to evolve in digital, since these certifications are recognized in the professional sphere and even valued by some recruiters.
Opportunity Cost, Intangible Assets, Media Costs
All you have to do is analyze these indicators according to your objectives. You can do it in 3 ways: by analyzing your opportunity cost, your intangible values or finally, your media performance. Nothing prevents us from using these 3 methods to perform your analysis.
In detail, measuring the opportunity cost consists of calculating what it would cost your business not to be present on digital channels. How? ‘Or’ What ? By looking at the average revenue that businesses in your industry are making using digital channels. Imagine, for example, that you and your competitor both have a physical store open from 9 a.m. to 6 p.m. But he has, in addition, a website allowing online sales. Try to calculate the sales he can make outside of these hours or on weekends, you will get an idea of the potential