A savvy business or marketing professional wants to know all about the ROI or Return On Investment of his project as measuring ROI clearly tells him how successful his business is.
According to a survey conducted by IBM, it has been revealed that nearly 63% of surveyed CMOs believe ROI should be the primary measurement of marketing effectiveness by 2015 and that 56% feel ill prepared to manage ROI.
Measuring ROI of any marketing activity is essential to prove your marketing effectiveness and competing for scarce resources.
2012 has come to an end and this New Year, we look forward in great anticipation of more highlighting internet marketing trends to watch for, adopt and enhance in 2013.
The top trends to measure ROI in 2013 are:
- Organic Traffic:
One of the most common trends prevailing for measuring ROI is the total number of visits your website gets over a certain period of time.
This trend is going to rock in 2013 too. You can make use of free tools such as Google Analytics to track the number of human visitors to your site and monitor their activity like number of visitors who visited once, those who visited repeatedly, keywords used to visit your website and finally the quantum and quality of time spent on your website.
- Conversion Rates:
Conversion rate is nothing but the total percentage of visitors who fulfills the desired action you want them to take. It can be anything – sales, leads, form submissions, registrations, etc. Conversion rates make a reliable metric for measuring ROI as well as the success of your website as it pinpoints your key areas, which requires improvisation for better performance.
- Social Media:
Social media shares and likes can give you a pulse of how much visibility your website is getting in social networks such as Facebook, Twitter, YouTube, Google+ etc.
It is indeed a great metric to measure your ROI. The more social signals, the more are your reach. This trend is gaining more popularity among young minds and is of huge anticipation in 2013 too. It enables you to analyze how well your website interacts with your audience and the sentiment of your audience towards your content.
Photo Credit: Alan O’Rourke
- Inbound Links:
Yet another trend to measure ROI, predicted for this New Year 2013 is inbound links. The number of inbound links to your website gives you a powerful indication of those web pages that are valuable enough to link to from another website. Analyze which of your content receives most inbound links and apply those tactics for your future content also.
- Bounce Rate:
In my opinion, bounce rate is one of the most important usability metrics for measuring ROI. A bounce is something that occurs when a visitor enters and exits on same page without clicking further. A website with lower bounce rate between 10-20% is said to be more successful and profitable even with lower traffic than those which suffer from high bounce rates.
- Pay Per Click:
It has become quite common for websites to generate revenue and traffic by selling advertising on their site.
One such trend is Pay per Click (PPC) which is predicted for measuring ROI in 2013. A recent study reveals that paid ads accounted for 30% of search traffic click through. The total PPC revenue from your website can be another effective way to measure your ROI.
- Number of Subscribers:
Today many websites allow users to subscribe to website updates via email and RSS feed. The total number of email and RSS subscribers is another useful trend in 2013 for measuring your ROI.
Hope these trends add up to measuring your ROI in 2013 and the effectiveness of your overall strategy. This data may confirm on how well your marketing efforts are working and allows you to decide on where to invest more and where to cease investing.
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