Epic social media successes Facebook and Twitter have many marketers scrambling to figure out how, or if, they should include these trendy sites in their marketing mix.
The hard fact is, social media, like any other marketing program — email, pay per click, affiliates, etc. — is less about luck and instant success, and much more about common sense, patience and hard work
Posts Tagged ‘social media’
Twitter and the address bar
Friday, February 6th, 2009
In this Purchase Path a consumer sees a Tweet on Twitter promoting a discount on Nike Shox at Finish Line that is valid until midnight. The consumer clicks on the Twitter URL, but does not buy at that point. They go to the address bar and type in the URL for the Finish Line and proceed to the site. Again, they complete the purchase before midnight and thus receive the advertised discount.
- In Attribution Rule A, credit is split evenly between Twitter and the address bar.
- In Attribution Rule B, Twitter is given all of the credit, either because it is seen as a valuable advertising source and therefore fully responsible, or because you don’t choose to credit the address bar.
- In Attribution Rule C, Twitter does not get credit. The use of the address bar implies that it should be counted as a direct visit and a direct sale. Twitter is excluded from receiving credit for the sale, and the address bar get 100%.
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Should SEO be credited when used with search?
Friday, February 6th, 2009
In this Purchase Path, someone does a search for “running shoes”, clicks on the sponsored link, but does not make a purchase. They refine their search to “Woman’s Nike Shox” and this time click the organic listing for Finish Line. No purchase occurs. Then they search for “Nike Shox Turbo VII” and click on a paid link. Again, no purchase occurs. Finally, they type in “Finish Line” in the search box, click on the organic link, and complete the sale. How should the mix of SEO and PPC be attributed?
- In Attribution Rule A, all the ads and SEO efforts are considered equally important. It took 4 touch points on the website for the consumer to buy, so the credit is divided equally among the 4 all efforts and they are each given 25% of the credit for the sale.
- In Attribution Rule B, credit is only attributed to the ads, giving each 50%, while the SEO does not receive any credit for the purchase.
- In Attribution Rule C, all the touch points deserve credit. The reason they typed “Finish Line” in and clicked on the organic link was simply to navigate back to the site. At this point, the consumer already made up their mind to buy and the last SEO effort should be excluded from receiving credit for the sale.
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About Attribution Management
In the world of online marketing, Attribution Management is the process of properly identifying and valuing the chain of marketing initiatives and advertisements that lead to a sale or conversion.
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