The ROI of Constant Innovation

August 6, 2014 | By

Think of the world of business as a treadmill that’s operating at high speed. If you stand still, you will be flung off! Innovation is how you stay on the treadmill. It’s the way to keep moving to survive and thrive in today’s competitive environment. Turbulent business times require companies to innovate constantly to maintain their edge in the market. The direction of many business organizations’ thinking is leaning towards the concept of transient competitive advantage. This concept says that a business needs to continuously innovate to stay afloat in the market. However, there is a catch here… Innovation always entails certain risks. Well, that’s to be expected, isn’t it? After all, innovation involves betting on something that’s hitherto untried and untested… But, what do you need to consider before plunging into innovation? Can you afford to invest in innovation? Where will the money come from? What can constant innovation cost your company? Who will manage it? Often, investment in innovation comes out of funds that would otherwise go into the company reserves strengthening the organization or be distributed as profits/dividends thereby making investors happy. Investing in innovation has an opportunity cost that needs to be quantified to see what …

Posted in innovation | innovative | ROI

Twitter Launches New Analytics Tools

July 14, 2014 | By

The micro blogging site is sprucing up its analytics dashboard with the launch of new tools that enable marketers to measure all tweets’ performance in depth, including non-sponsored ones (read organic tweets). Marketers can now see the number of tweet impressions, clicks, expands, re-tweets and profile clicks generated. You can also know the number of new followers you have gained through each tweet. The tweet activity dashboard has been launched around the world and is available to all advertisers, Twitter card publishers and verified users. Check out the following screenshot that displays the new tools’ capabilities: recent tweets along with impression counts, number of engagements and engagement rate. Image courtesy: Ad Age If you want to view engagement by category, you can click on the numbers, which brings up these details: Image courtesy: Ad Age Effect on marketers The launch of these tools helps marketers better understand organic content performance on Twitter. What’s more, if a tweet has gone viral and has been re-tweeted a lot, you will be able to view the performance of that particular tweet with a breakdown of how influential each category has been. Viral tweets contribute to an increase in engagement and consistent viral tweeting …

How to Improve Organic CTR – does your SEO take care of this?

June 18, 2014 | By

What is the best ROI that you can get through SEO campaigns? How do you know the end results that can be derived from SEO? Is it engagement, traffic, brand building and reputation management? Or is it simply lead generation?                                                                                                                                                                                                   Image source You need to keep some best practices in mind while generating higher ROI vs. KPIs with SEO. Search engines are vital in fulfilling the ‘intent’ of finding information. SEO efforts cannot be directly tied to the final purchase of products and services like paid media/advertising. Constant and dynamic updates are made every day by search engines, making it more difficult for …

Measuring ROI in Cross-Channel Marketing

May 14, 2014 | By

Mobile, TV, mobile. Newspaper, TV, tablet. The combinations vary. People these days aren’t just consuming digital media but juggling content across platforms. They do not want to miss out on anything while doing everything that they want to do. Media multi-tasking has necessitated cross channel marketing and it is here to stay. So, what is cross channel marketing? Cross channel marketing is the integration of marketing campaigns across channels. So, marketers now need to plan their content strategies in such a way that they can target users across different channels. However, the needs of people differ with every channel. You may be able to keep up with changing needs but: How do you measure campaign performance across channels with different parameters? Can you take the right decisions about budget allocations with measurement data on such different parameters? A recent study by CMO Club and Visual IQ has revealed that only 1 in 5 CMOs are confident about their ability to quantify the impact of one channel on another and only 1 in 4 marketers think they can quantify the impact of offline and online channels. Due to the different ways in which people engage on different channels, marketers are finding …

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