Throughout this website I use the term ROI a lot, but what does it actually mean? ROI stands for Return On Investment and in marketing your investment is how much you spend. Working out the return basically means working out exactly what your marketing investment has generated in dollar terms.
As a performance marketer I tend to shy away from branding and any marketing in which the ROI is unmeasurable. That said, when I see an online marketing campaign executed extremely well with an almost certain positive return on investment I can’t help but share it.
One of the best social media marketing campaigns I have seen executed in the past few years is Sanitariums handling of the Christchurch Earthquake in February 2011 which destroyed their factory and cut the supply of Marmite to Australasia until March 2013. The Marmite team made the best of this crisis and used it to generate significant brand exposure calling on those loyal to the brand to spread the word about the products relaunch.
On 11 June 2013, Google announced that it would be taking a tough stance on which websites it ranked in smartphone search results. Essentially, this change means that if you don’t have a mobile optimised website you will find it difficult to increase your rankings in the future on one of the fastest growing search platforms – mobile devices.
Pinterest is a social media network used by 5.63% of New Zealand’s population where people ‘pin’ images that they find interesting so they can share them with their followers. As a virtual scrapbook, the main users of the website are women over the age of 35 which is a hard demographic to target online, therefore Pinterest offers a great opportunity for advertisers.
Explainer videos have been an extremely popular marketing strategy for many tech startup companies in the past, and recently these videos have been going more mainstream. An explainer video is simply a short, one to two minute video which explains in simple terms what a product or service does.