| | JANUARY 20209THE ROLE OF THE DIGITAL CHANNEL PURELY DEPENDS ON THE TYPE OF THE ORGANIZATION AND ITS PRIMARY OBJECTIVEmeasure the effectiveness of each channel.1. Search Engine Manage-ment (SEM): Paid search tech-niques provided by multiple plat-forms such as Google on which brands invest to reach the con-sumers.2. Search Engine Optimiza-tion (SEO): Non-Paid, search re-sults based on the relevance and popularity of the content in you pages.An example of a user experi-ence journey for a television set search might throw multiple re-sults. The results which are tagged `sponsored' are the ones which are paid for by the brands and appear on top of the search results. Effec-tive metrics to measure the suc-cess of display ads include:1. Click Through Rate: Total Clicks/Total Impressions (number of times an ad was served)2. Macro Conversion Rate: CTA or steps which will achieve the primary objectives of the site/page. Examples of objectives for an enterprise could be revenue, contact us, request a quote, and free-trial.3. Cost Per Acquisition: Cost/number of Acquisitions.4. Events/Visits.Video metrics include:1. Video Views: Full length or partial views of the posted video.2. Play through Rate: The number of viewers who watch the video to completion, expressed as a percentage.3. Engagement Rate: The number of viewers who partici-pate with the video For Social, it is important to track the following:1. Audience Growth: Follow-ers/Likes.2. Amplification Rate: Rate at which your followers take your content and share it through their network.3. Applause Rate: Rate at which your followers attach spe-cial recognition to your post.4. Micro Conversion Rate: Number of predefined goals achieved/number of visitor sessions.Key success measurements for Social handles include:1. Conversion Rate: Number of audience comments (or replies) per post2. Amplification Rate: Num-ber of retweets per post (Twitter), number of shares per post (FB), and number of clicks per post (YouTube/Blog)3. Applause Rate: Number of favourite clicks per post, number of Likes per postAn imposing question to an-swer is, which digital medium is most effective to use? In my opinion, the role of the digital channel purely depends on the type of the organization and its primary objective. For example, an e-Commerce site will focus on increasing transactions and an ef-fective search result with the help of SEM and SEO. A news channel might employ search and display to a large extent. For a mall or a retailer who represents a physical market place, social channels and video will be engaging.A few examples of effective so-cial messaging used by retailers is Timberland, the outdoor cloth-ing, hiking boots and active sport products company that features its products in majority of its posts. These posts make images visually appealing, products get featured, and they ask questions to the con-sumers and prompt a response to create more engagement. Dunkin Donuts runs contests, where one lucky fan is chosen as the `Fan of the Week', an honour which includes having their picture fea-tured on the Dunkin Donuts' Face-book page.In summary, the effectiveness of the medium can be measured with the business objectives of the organization and the bandwidth of the medium. In today's context, all the mediums play an active role in the consumer decision journey, and the effectiveness of each will vary with respect to the industry and their business objectives. Ashwini Nithyanandam
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