Business Analysis and ROI

      When developing a marketing strategy for a client there are several things to keep in mind that the client will want to see. The main thing for businesses is what the Return on Investment (ROI) for the actual marketing campaign is. Business owners need to know what to expect out of the campaign and see if it is a positive generator for the company and turns a profit. The marketing company has to be sure to include all of the potential costs associated with a marketing campaign, which will include fixed costs such as salaries, technology, advertising, marketing, communication channels, legal, insurance and licensing fees. The client must know about the variable costs associated with the campaign as well, which includes costs of materials and supplies, customer service and direct labor costs. Overall the client would look at the marketing report to show what the marketing campaigns performance will be, potential savings and estimated costs before making a decision.

     When capturing the client’s attention, I can show how effective the marketing campaign is going to be five years out from the initial launch. The ROI summary for the five years can show how the gross revenue from the marketing campaign will increase over the years and what to expect out of the entire campaign from a money standpoint. Using analytics can help measure the ROI from the marketing campaign. I can leverage technology to the marketing teams advantage by combining quantitative and qualitative measurements that can capture the potential metrics of the marketing campaign once the campaign has started. These measurement tools will give the client what the website visitors, click-through numbers, customer complaints, comments and interactions between all of the digital media platforms the campaign is running on. The numbers from these analytic tools give a great understanding of who the campaign’s audience is and how can the marketing team segment them and reach new markets at the same time.

     The overall point to the marketing strategy is to make money but beyond that the marketing team wants to enhance and promote the businesses image and Intellectual Property. It is important for the client to know where the spending will occur for the marketing campaign and this is justified by showing the value of the campaign with the ROI information. As a marketing expert, it is important to use the marketing team to showcase the marketing campaign and show why the client’s decision to use this plan is maximized from a sales prospective with its high ROI. It is essential to clearly lay out how the marketing team plans on measuring the marketing campaign and what success will look like. Technology has allowed us to measure any data on a mobile level and 24/7 giving faster time to alter, change and reflect upon the campaign.

  

Sources:

Answers Research (2011). Quantitative VS. Qualitative. Retrieved August 28, 2013, from http://www.answersresearch.com/article9.php