| Potential
Uses of the Internet Marketing |
How to Measure Performance |
| 1. |
How to Measure Performance |
Track customers perceptions or attitudes
about brand over time, including purchase consideration and intent. |
| 2. |
Increase repeat purchase |
Track number of customers making repeat purchase |
| 3. |
Encourage bran loyalty/increase customer's involvement with brand |
Repeat purchase
Share of requirements
Track customers perceptions or attitudes about brand vs. competitive
brands
Track purchase intent of your brand vs. competitive brands |
| 4. |
Develop database of customers and prospects/collect sales leads |
Number of sales leads collected online
Quality of sales leads |
| 5. |
Provide/improve customer service |
Track number of visits online versus offline
inquiries
Track customer satisfaction over time
Track costs of customer service online vs. offline |
| 6. |
Reduce marketing costs |
Compare online marketing costs and effectiveness
to traditional marketing costs |
| 7. |
Field survey research |
Compare costs, response rates and timing
of results for online vs. offline research |
| 8. |
Reach target audience missed by
other media |
Increase in audience reach
Increase in sales |
| 9. |
Drive traffic to marketers Web site |
Click through
Number of visits
Length of visits
Page views |
| 10. |
Drive traffic to retail location |
Increase in-store traffic
Source of awareness |
