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你的市场营销投资获得预期回报了吗？2009年10月ISYOURMARKETINGINVESTMENTDELIVERINGEXPECTEDRETURNS?October200911GlobalMarketingReturnonInvestmentReturnonInvestment(ROI)-IncrementalRevenueper$SpentShortTermROILongerTermROI$1.09$2.18$1.74$1.19$1.12$0.45$0.85$1.05$1.22$0.94$0.84$0.34$0.24NewspapersOutdoorAdsIn-storeProgramsTVAdvertisingPRMagazinesPromotionsCo-opProgramOn-lineAdsTotalMarketingROI*ShortTermOnly*GlobalbenchmarkbasedonstudiesconductedbyNielsenMarketingROI…-isthemeasurementoftheimpactofmarketingactivityonsales-allowsfortheabilitytoestimateexpectedsalesreturnsbasedonthesizeofinvestment-isfundamentaltoclearlyunderstandwheretoincreaseordecreaseadvertisinginvestment-providestheabilitytoproduceeithergreatersalesatsamecostormaintainparitysalesatlessercost.MarketingROIis,onaverage,about1.09NielsenAnalyticConsultinghasfoundthroughconductingnumerousstudiesworldwidethattheaverageshort-termreturnonmarketinginvestment(salesreturnwithinthreemonthsofmediaexecution)is1.09.Ofnote,theROIfordifferentmarketingtacticsvariesbasedontheefficiencythattacticprovides.Isyourmarketinginvestmentdeliveringexpectedreturns?JustaskNielsenbyChangPark,ExecutiveDirector,NielsenAnalyticConsulting,GreaterChinaWithconsumersincreasinglypriceconsciousandcompetitionheatingup,marketerswouldbewisetoensuretheyaremaximizingthereturnontheiradvertisingspend.Marketingreturnoninvestment(ROI)istheamountofsalesachievedforeverydollarspentonmarketing.Measuringthisreturnisimportantsothatinvestmentcanbeallocatedtothosemarketingactivitiesthatmaximizesales.Withstoreshelvesbulgingwithbrandsvyingforshoppers’attentionandmarketsslowingglobally,understandinghowtogetthemostbangforyouradvertisingbuckhasneverbeensovital.Howtoachievethebiggest‘bang’willdifferacrossabrand’sportfolio;inotherwords,themarketingstrategythatworksforProductAmaynotbethemostefficientstrategyforProductB.Eachbrandandproducthasapersonalityandtargetgroupthatrequiresatailoredstrategythatevolvesovertheproduct’slifecycleandinreactiontocompetitivebehavior.Measuringmarketingperformanceatbrandlevelwillensurethatgoodadvertisingspendisn’tthrownbehindunderperformingmarketingtactics.22Generallywhenadvertisinginmedia,marketerscanexpectaround1.5timeshigherlong-termROIcomparedtotheshort-termreturn.Productdiscountingorpromotionsmayhavenolong-termreturnoranegativereturnifthepromotionincents‘pantryloading’,impactingfuturesales.2.ChoosingtherightportalsandcampaignsiskeytoonlinesuccessThenumberofInternetusersworldwideisnowover1.3billion,representingapoolofborderlesstechsavvyconsumerscapableofaccessinginformationandbuyingproductswiththeclickofamouse.Althoughthereisnowadizzyingnumberofwebsitesvyingfortheirattention,afewglobalInternetgiantsthatareaccessedbymillionsofonlineusershavesprungupthatprovideavastdoorwaythroughwhichmarketerscanreachtheirconsumer.Largeindustryandmediaorganizationswithonlinepresencealsoprovidemarketersampleopportunitiestoreachtheirtargetmarketregardlessofgeography.Thisreach,whichisfargreaterthananyothermedia,isbehindwhatwehavealreadyseenisanextremelygoodshort-termreturnonadvertisingspend.Nonetheless,despiteonlineadvertisingspenddoublinginthepastthreeyears,itremainsonlyasmallpercentageoftotaladvertisingexpenditure.Thisallowsforinterestingadvertisingopportunitiesforbrandswithatargetgroupthatregularlyaccessthe‘net.Tofullycapitalizeonthisopportunity,marketersneedtounderstandthepercentageoftheirtargetmarketusingtheweb,howtheyuseit(forexampledotheyvisitmoresocialnetworkingornewssites)andforhowlong.Marketerscanthentailortheironlinecampaignaccordingly.SizedoesmatterswhenitcomestoachievingagoodROI.ChinahasastrongerROIthanothermoredevelopedmarketssuchasEuropeandtheU.S.duetosheerpopulationsize.Foreachdollarspentonmarketing,evenifspentjustwithinoneprovince,thenumberofpeoplereachedandpotentiallyinfluencedishuge.Opportunitytoincreaseadvertisingeffectivenessby30to40percentWhenlookingattheoverallefficiencyofmarketingstrategiesinachievingthatninepercentreturn,Nielsendiscoveredthatthereisroomforimprovement.Researchfoundthat,onaverage,advertisingeffectivenesscouldbeincreasedbyanestimated30to40percent,withtheonlyinvestmentnecessarytoachievethisincreasebeingformarketerstotakeacloserlookathowwelleachmediaandpromotiontypeworkedforeachbrand.Althoughtherightmarketingmixusedwilldifferfrombusinesstobusinessandwithproduct,seasonalityandcompetitiveenvironment,Nielsenhasdevelopedsomegeneralguidingprinciplesthatcanhelpmarketersintheirquesttomaximizetheirmarketingreturnoninvestment.1.Boththeshortandlong-termsalesimpactofmarketingshouldbetakenintoconsiderationHoweffectiveanadvertisingcampaignisinbuildingsalesandbrandequityovertimedependsonthemarketingtacticemployed.Onlinecampaignsandco-opprograms1areveryeffectiveatboostingshort-termsales,whiletelevisionandPRremainkeytoensuringlong-termbrandloyalty.1Co-opprogramsarejointadvertisinginitiatives,eglinkjoiningbusinessesonlineoradvertisingwithinaretailer’s/manufacturer’sownmagazine33FourMainWaystoIncreaseHalo:1.Complementarynatureofproductsoftheportfolio2.Consistentmessagingbetweenthesegmentsoftheportfol