Brief
DOT RO TRACKING
 

Case Study ConcursLG

in Reviews, 29 Iun 2009 20:30,
Kinecto face publice rezultatele campaniei ConcursLG in interiorul comunicatelor de presa. Daca pana acum pe ici pe colo au mai fost agentii care sa faca publice case-study-urile, au facut-o la un nivel minimal, in diverse conferinte, pe site-ul agentiei in sectiunea 'work' sau in diverse retele sociale cu audienta limitata.

Este bine ca in sfarsit se deschid niste usi reale catre Clienti, care pun si ei mana pe un case relevant si comprehensiv de online.
Studiu De Caz Campanie Lh5000
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Cateva idei, pentru cei care vor prelua exemplul, pentru a avea si mai multa relevanta in fata oamenilor de marketing:
  • Accent pe reach, accent pe rezultate de brand, time spent on site, pageviews pe pagina de prezentare produs din site :), split acces pe zone din tara - pentru a demonstra caracterul national al campaniei. Believe it or not, multi marketeeri nu cunosc conceptul de blogosfera si au senzatia ca totul se intampla in Bucuresti. 
  • Mai multe rezultate de brand, luate din brand tracking-uri (stiu, asta urmeaza sa se vada in doua luni de la campanie, dar un follow up nu strica): awarenes, TOM, advertising recall.... Un client care este multumit si fericit cu rezultatele, care activeaza in online, nu cred ca nu poate fi convins sa includa in masuratorile urmatorului brand tracking una doua intrebari in plus directionate catre campania online. Here's the begining!
  • Rezultate de vanzari. Din nou e greu sa spui acum si rezultate la client se vad in una doua luni. Dar se poate face follow-up cu index de crestere vanzari, shipments/sales to trade, index de crestere cota de piata. Cu un reach de 200,000 si destul de targetata, campania LG s-ar putea sa fi facut o diferenta.
  • Index investitie versus efect comparativ de exemplu cu aceeasi investitie intr-o campanie de bannere versus presupusul efect al acestora...
Oamenii de marketing gandesc in indicatori de brand, cifre de vanzari, cote de piata si bugete. Ei nu gandesc in click-uri si nici in numar de bloguri sau bloggeri participanti, nici in citate si review-uri pozitive. My two pennies.

Tags: lg concurs lg LH 5000 kinecto case study eficienta online
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