What are the indicators to measure the success of marketing activities?

The five key indicators for enterprises to measure the effect of content marketing include: website traffic (the most important), user participation, user sharing, reverse link and customer conversion rate.

The first measure of the effectiveness of content marketing is: how many people have entered the "funnel", that is, the page visits of websites that publish marketing content.

Enterprises should try to avoid the content marketing method of casting nets everywhere, and try to measure the effect of content marketing with multiple indicators. Doing so can make the content production and activity distribution of the enterprise stand on the same front with the ultimate goal of the enterprise and realize the marketing goal of the enterprise. ? In addition, it is better for competent enterprises to take the statistical function of customer data into account when establishing enterprise websites, because although the third-party statistical data are very mature and most of them are free, some third-party statistical tools can not fully meet the needs of enterprises, which forces enterprises to use a variety of statistical tools and brings inconvenience to enterprises.

Furthermore, third-party statistical tools are not absolutely stable. Assuming that the statistical tools are damaged, the previous monitoring data of the enterprise will be lost.

Extended data

Activity marketing value

1, attracting incremental advertising

In the real estate market, media advertising can be divided into two categories, one is regular advertising and the other is incremental advertising. The former is generally included in the real estate marketing promotion plan by developers, while the latter is an unplanned additional advertisement. Generally speaking, it is an advertisement that can be done or not.

In a mature and competitive market, traditional advertising can no longer meet the growth of media business objectives. At this time, the development of incremental advertising through activity marketing will inevitably become a new idea of media business.

Simple analysis, regular advertisements are often simple sales advertisements, and the content released is the basic information of real estate, the main selling point; In the incremental advertising brought by activity marketing, sales is a kind of appeal, but it is more an image promotion and the promotion of personal selling points. Two forms of advertising content constitute a complete real estate advertising market.

2. Create and monopolize news resources.

Activities planned exclusively by the media are often exclusive news of the media. For example, in 2002, the promotion of "ultimate home ownership" proposed by Shenzhen Special Zone Daily was launched in Shenzhen, and major cities such as Beijing, Shanghai, Shenyang, Changsha, Guiyang, Changchun and Chengdu also raised the banner of "ultimate home ownership" one after another, setting off a huge and far-reaching tide of "ultimate home ownership".

3. Enhance customer dependence and loyalty.

Tailor-made activities for customers make the newspaper layout of real estate a special platform for developers to publicize their development concepts. Strong news cooperation and advertising can make developers' real estate become the "first reading" of the market, thus achieving the purpose of promoting marketing.

All this can only be formed on the premise of the marketing of mainstream media activities. In order to achieve this goal, developers will be more and more loyal and dependent on mainstream media.

4. Price packages compete for the market.

Nowadays, the competition in the media market is becoming more and more fierce. In addition to comparing circulation, layout, advertising audience and advertising services, price has also become a sharp weapon for media competition. It is said to be a "sharp weapon" because blind price competition will definitely fall into a vicious circle of "price war", and the result can only be several defeats; The appropriate price temptation can grab a larger market share, and various media have to do so in their operations.

Offering package prices through activities has a certain discount compared with normal advertisements, but it will not impact the whole price system and win more advertisements at the same time. In addition, the preferential package price, often bundled sales, wholesale layout, small profits but quick turnover, locked the developer's advertising investment in a certain period and mastered its promotion rhythm.