It is now known that advertising on the
Internet is more important in many industries than in the analog world. How
much they can cost and how the cost should be shared properly, however, is less
clear. What resources are needed, who will implement the measures and how
important are they in the overall calculation? Let's do a review.
There is no industry today that can do this
completely without professional online marketing. There are many more
industries where this advertising department plays an important role.
Accordingly, the costs of countless companies for online marketing systems
continue to rise. It occupies a large part of the marketing mix and in terms of
total expenditure. An annual survey by the Digital Association on Marketing in
the ICT Industry found that, for the first time, more money is being spent on
online activities than on any other marketing system for 2021.
Surveyed companies have invested about 40
percent of their total budget in advertising on the Internet. In the current
year 2022, more than half of companies expect to increase spending on social
media and SEO systems. In most cases, the reason may be the correct scalability
that goes with such national marketing tools in the online section. Also, it is
more targeted than print products, classic ads on TV or radio. But how does a
company sensitively calculate its online budget?
point: define key figures
In many ways, it can already lead to the
success of online performance. What these should be for the company concerned
can be determined by setting specific target values. Before a new marketing
measure goes online, it can first be measured using approximate or experimental
standards to fix budgets and earnings. At the beginning of the campaign, actual
purchase or click numbers are measured and analyzed in regular reports. From
this, more realistic goals can now be defined where the measure should be
developed in the medium term. Or at the time of the first reporting, it became
clear that it would not pay in any way. Measurements should also be
consistently removed from the marketing mix.
Which key figures are particularly
appropriate, of course, depends on the relevant advertising medium. But there
are some basic things to look for when selecting yours. For example, when an ad
banner appears on a homepage that leads to a particular company's online shop,
the following statistics are final:
Impressions: Reveal how many
visitors to a homepage have even seen the banner
Clicks/click rate: The net number
of clicks corresponds to the number of people who clicked on the banner; Click
rate is related to impressions and clicks.
Cost-per-click: Indicates how much
the advertising company has to pay the publisher's homepage operator for each
click on the banner.
Conversion/conversion rate: The
net conversion number refers to the number of purchases of a product in the
store behind the banner. Conversion rate corresponds to clicks with
calculation for the advertising banner
Suppose Company X publishes its banner as an
advertisement on a newspaper portal. Of the 1000 impressions, 100 were actually
clicked by users of the newspaper portal, who then landed on Company X's
homepage. The clickthrough rate of the banner is therefore 10 percent. For
example, if a newspaper publisher charges 1 dollar per click, Company X must
pay 100 dollars. Through 100 visits to Company X’s homepage, they can
understand two sales, which match the conversion rate of 2 percent. Against
this background, the turnover earned or the margin entered can now be offset
against the cost of advertising.
It became clear that Company X's banner ads
were valuable. Perhaps the cost per publisher per click newspaper was too high
then or the conversion rate was too low with low product prices. Through such
initial experience, young companies, in particular, can gradually move toward a
healthier cost-benefit effect of online advertising and set the criteria: What
will my ads achieve per click? And what is the maximum cost per click?
If both reasons are correct and there are
still insufficient sales, it is probably less due to online marketing tools.
But more for the higher price of the product, a missing market, or the wrong
target group. Incidentally, in addition to the cost of external online
advertising, you need to consider the overall performance of your own website,
for example, a webshop. Even if certain conditions can be deducted from the tax
for a commercial company’s website, they should not be too high overall to not
Companies of all sizes can still implement
relatively simple personal measures such as hand-held advertising banners.
Marketing campaigns take longer and look different when more precise knowledge
is needed. Especially small companies that don’t already have their own
marketing department when they reach their limits in terms of massive social
media campaigns or sophisticated search engine optimization. Joining an agency
that specializes in online marketing can be rewarding. How expensive it is is
very individual and depends on the billing type of the agency and the goals of
the corporate client. In principle, however, these costs can be cheaper for
most companies if they desperately try to implement measures for which they
lack the time and skills. This often causes significantly more damage.
To be able to reliably include a company’s
costs in the marketing budget, a flat rate fee based on the monthly rate is
certainly optimal. But, these are not provided by all agencies and cannot be
counted for all arrangements. A study in New Business Magazine found that it is
more common for agencies to bill on an hourly or daily basis on a
project-by-project basis. The hourly rate applies to small systems that need to
be applied once and is not monitored later. Since agencies need to create more
capacity for this and cannot necessarily rely on more employment, the rate per
hour is usually higher. It is not uncommon to be less than three digits.
The daily rate for a certain minimum period is
more profitable for corporate customers. Another billing method is revenue
sharing: if a corporate customer earns a certain amount of revenue through his
webshop. For example, through the agency’s successful SEO measures, the agency
receives a commission from it. Similarly, most agencies using this pattern can
only serve their customers who can achieve high-quality products or high sales
for wealthy customers. Finally, of course, an agency’s current order situation
and its awareness often determine the price.
support from influencers
The use of influencers who advertise a company
and its products in their YouTube videos, blogs, or podcasts is becoming
increasingly popular in the online marketing mix. It has already been proven
many times over that this method of internet advertising can pay off. The cost
of popular mood makers increases with their reach or popularity. The more
followers you have on your network, the more money influencers you can ask for.
It is important to look for influencers who are associated with advertising
agencies and who bring the right audience with them. Searching can be
time-consuming but ideally, save money. If anyone can get acquaintedwith an influencer company, they will be happy with a few dollars
cheaper advertising - the bottom line is that it is a great brand.
The exact price does not depend on at least
the platform and is included in the thousands of contact prices specified.
Extrapolated in subscribers or views, for example, a post
on Instagram can cost up to 10 dollars, while an Instagram story averages 25
dollars. Depending on the length of the integration into a YouTube video, the
cost can be up to 100 dollars. The industry from which the company comes also
plays a major role here. Since companies in the financially strong sector
usually pay more to their influencers, each company should actually position
itself in the market. In this way, you will be able to quickly see if there is
an effective collaboration within the budget for online marketing.
through marketing automation
Automation helps if a company does not want to
rely on external factors such as agencies or influencers or does not want to
invest much in marketing, including high staff costs. With the right software
platform, a company can easily control its online marketing performance itself.
Whether it's about delivering content across specific channels, about social
network examples, or analyzing customer data and the number of viewers -
everything is supported. With the right software, the workflow of marketing can
be made more efficient, saving time and money.
As a result, spending on marketing automation
tools can pay off quickly for yourself and is a good solution for small
companies. If a company already uses CRM from Salesforce, the automation
equipment of this supplier can be easily booked. Otherwise, most of the other
providers have thousands of communication costs, which vary depending on the
desired scope of the automation software. So there should be something even for