Fireside Chat: A Business Strategy For The Digital Era

Rod Strother – Director, Digital and Social Centre of Excellence @ Lenovo

Simon Trilsbach – VP APJ @ Socialbakers

With the plethora of new digital tools and services available, marketers struggle to understand how, why, and under what conditions their digital marketing strategy works (or not), making it that much harder to explain to the CFO where they should next invest in digital and why. Is there a universal ROI solution? Should ROI be measured by dollars and cents? How do you tell if your digital marketing strategy is ‘working’ and how do you ensure it is aligned to overall business strategy?

Topic Of Discussion

Mass Marketing via Mass Media

Industrial Economy to Connection Economy

Monitoring Vs. Measurement

Lead to customer conversion rate Traffic by device Share of voice CPL Web conversions Open rate Social interactions Social reach SM page views Impressions Amplification rate Referral URLS Lead volume Media coverage Lead origination Click by channel Market-share CPC Customer sentiment Drop off rate Organic Search Page Rank Time on site Data Quality Page views Quality score Acquisition rate Page views Visitor demographics CVR Referral traffic growth CTR

Metric Madness

Stage Effectiveness Metrics Efficiency Metrics

Awareness Impression CTR Unique visits

CPC

Research Page depth Time spent Leads generated per ad Registrations

Cost per value interaction

Purchase Revenue per ad Leads converted

Cost per sale Cost per lead

Effectiveness & Efficiency Metrics

1. Grow core markets – Local/Regional

2. Decrease cost/Improve efficiency via Regional “Excellence Hubs”

3. Building leading product capability

4. Compliance, Governance, Risk Management

5. Corporate Social Responsibility 6. Regional competitive

advantage 7. Develop global core brand 8. Gain a deeper understanding

of customer needs

Aligning to Corporate Objectives

What’s the ROI of your mother?

Twitter: @simontrilsbach