It's the ROI, stupid!
Internet marketing is absolutely unique because you can really measure the results of your actions. It's like the ultimate marketers' dream come true: you know how much time and money you invest and at the end of the day, you can pull a report that shows how many people became actively involved with your product or service. In other words, you can measure the Return On Investment in (almost) real time!
Gone are the days of misty analysis, wild projections and fuzzy cause-result relationships. No more do consumers need to ventilate liberate opinions in qualitative panels in order to provide meaningfull insights. Right now your online clients do vote with their feet, eh wallet, and you can see the result on your screen.
The big difference is of course speed. Since there is no stock to move around and because the online production process is very responsive (no set-up processes), changes can often immediately be implemented and tested. So an idea and the execution of the idea are much more connected than in the offline world, where you have to waiit for months or quarters to assess the impact.
This creates much better conditions to innovate, but also makes it innovation compulsary. The competition is now acting and reacting on a short-term basis, ready to siphon traffic away from you in any unguarded moment. You have to constantly outsmart your online competitors and basically make sure that when they catch up on your yesterday's innovation, you have already moved forward with your customers.
In other words, it's not only easy but also obligatory to continu to experiment. The good news is that you can easily measure the impact of your actions, and so decide to discontinue a non-satisfying strategy on the stop or boost a successfull strategy across the board. Which brings us full circle in this post.
So this post serves just as an introdution of the second topic that I will be talking about regularly in this blog: ROI. Because in the eBay world ROI is truly an emotional value. It's our the ROI of our marketing campaigns that guarantees that our community has to pay the lowest possible fees and still get the best selling experience on the net. Which finally creates the most fun, varied and interesting shopping destination in the world.
Gone are the days of misty analysis, wild projections and fuzzy cause-result relationships. No more do consumers need to ventilate liberate opinions in qualitative panels in order to provide meaningfull insights. Right now your online clients do vote with their feet, eh wallet, and you can see the result on your screen.
The big difference is of course speed. Since there is no stock to move around and because the online production process is very responsive (no set-up processes), changes can often immediately be implemented and tested. So an idea and the execution of the idea are much more connected than in the offline world, where you have to waiit for months or quarters to assess the impact.
This creates much better conditions to innovate, but also makes it innovation compulsary. The competition is now acting and reacting on a short-term basis, ready to siphon traffic away from you in any unguarded moment. You have to constantly outsmart your online competitors and basically make sure that when they catch up on your yesterday's innovation, you have already moved forward with your customers.
In other words, it's not only easy but also obligatory to continu to experiment. The good news is that you can easily measure the impact of your actions, and so decide to discontinue a non-satisfying strategy on the stop or boost a successfull strategy across the board. Which brings us full circle in this post.
So this post serves just as an introdution of the second topic that I will be talking about regularly in this blog: ROI. Because in the eBay world ROI is truly an emotional value. It's our the ROI of our marketing campaigns that guarantees that our community has to pay the lowest possible fees and still get the best selling experience on the net. Which finally creates the most fun, varied and interesting shopping destination in the world.
posted by Adriaan at 12:52 PM
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