Dɛn ne Adwumayɛ mu Nneɛma a Wɔtɔn no Yiye Nkyɛmu (MER)? Wo aguadi mu mmɔdenbɔ nsusuwii a wobɛte ase no ho hia ma adwuma biara a ɛde sika bɛto nkɔso mu. MER no ma wonya adwene a emu da hɔ, a ɛkorɔn wɔ wo aguadi mu mmɔdenbɔ nyinaa ho. Ɛsusu sika dodow a wo mmɔdenbɔ a wode di gua no nya wɔ dɔla biara a wobɛsɛe no mu. Saa metric yi ho hia ma wohwɛ sɛnea wo aguadi sikasɛm nhyehyɛe no yɛ adwuma ankasa. Ɛboa wo ma wuhu mfonini kɛse no sen ankorankoro ɔsatu mu nkonimdi anaa nkogudi.
Wo Marketing Efficiency Ratio a Wobɛbu Marketing efficiency ratio formula no yɛ tẽẽ. Wode sika a wunya nyinaa kyɛ sika a wode di gua wɔ bere pɔtee bi mu nyinaa mu kɛkɛ. Sɛ nhwɛso no, sɛ wo adwumakuw no nyaa $500,000 wɔ sika a wɔsɛee no wɔ aguadi ho a ɛyɛ $100,000 a, wo MER bɛyɛ 5. Eyi kyerɛ sɛ wunyaa $5 wɔ $1 biara a wɔsɛee no wɔ aguadi mu no ho. Akontaabu a edi mu hwehwɛ sɛ wodi aguadi ho ka ne sika a wɔkyerɛ sɛ wonya nyinaa akyi pɛpɛɛpɛ. Nea ɛka eyi ho ne biribiara fi sika a wɔsɛe no wɔ aguade ho dawurubɔ ho so kosi software nnwinnade ne adwumakuw no ho ka so.
MER vs. ROAS: Nsonsonoe Titiriw no ntease Adetɔnfo pii ma MER frafra Return on Ad Spend (ROAS). Bere a ɛfa ho no, saa metrics yi di atirimpɔw ahorow ho dwuma. ROAS twe adwene si sɛnea aguade ho dawurubɔ ɔsatu anaa akwan pɔtee bi yɛ so. Nanso, MER de wo aguadi adwuma no nyinaa ho adwene a wɔadi afra ma. Ɛka akwan ne dwumadi ahorow nyinaa bom, na ɛma mpanyimfo nya adwene a ɛfa biribiara ho. Saa nsonsonoe yi ho hia kɛse ma gyinaesi a wɔde di dwuma wɔ ɔkwan a ɛfata so. ROAS a ɛkorɔn wɔ ɔsatu biako so nyɛ bere nyinaa na ɛkyerɛ ase kɔ aguadi mu mmɔdenbɔ nyinaa mu sɛ akwan afoforo nyɛ adwuma yiye a.
Nea Enti a MER Ho Hia Ma W’adwuma Aguadi mu mmɔdenbɔ a ɛkorɔn kyerɛ sɛ wode wo aguadi ho sikasɛm nhyehyɛe bedi dwuma yiye. Ɛkyerɛ sɛ wo akwan horow no renya mfaso kɛse bere a wode toto sika a wode asie no ho no. MER akyi a wodi bere tenten mu no boa ma wohu nneɛma a ɛrekɔ so na wosusuw nkɛntɛnso a nsakrae a ɛba wɔ ɔkwan a wɔfa so yɛ adwuma mu no nya. Ɛho wɔ mfasoɔ titire ma adwumayɛ a wɔde toto ho wɔ afe a ɛtɔ so mmiɛnsa anaa sikasɛm mfeɛ ahodoɔ mu. Saa metric yi bɛyɛ nea tumi wom kɛse mpo bere a wɔde ka nhwehwɛmu afoforo ho no. Sɛ nhwɛso no, sɛ wode wo sohyial media so nsɛm gu wo kɔmputa so a, ebetumi ama adwumayɛ atu mpɔn, na ebetumi ada adi wɔ wo MER no mu.
Dɛn na Ɛyɛ Adetɔnbea a Ɛyɛ Paara? Amansan nyinaa benchmark biara nni hɔ a ɛkyerɛ MER "pa". Nkyɛmu a eye sen biara no gu ahorow kɛse a egyina nneɛma pii a ɛyɛ soronko wɔ adwuma biara ho so. Wo nnwuma, mfaso a wonya, ne adetɔfo nkwa nna nyinaa bo a ɛsom nyinaa nya MER a ɛsɛ sɛ wode w’ani si so no so nkɛntɛnso. Ebia adwuma a wonya sika pii no bedi yiye bere a ne dodow sua sen nea wonya sika kakraa bi no. Wo adwumayɛ kwan no nso di dwuma titiriw. Ebia nnwumakuw a wogyina nkrataahyɛ so no bu ɛka a wɔbɔ wɔ adetɔfo a wogye wɔn nneɛma ho no sɛ ɛsono sɛnea sotɔɔ ahorow a wɔtɔn nneɛma wɔ kɔmputa so no.
Nneɛma Titiriw a Ɛwɔ Wo MER So Nkɛntɛnso
Mfaso a Ɛba: Nnwuma a wonya mfaso kɛse no betumi akura MER a ɛba fam no mu. Adetɔfo Suban: Mpɛn dodow a wɔtɔ nneɛma ne adetɔfo nokwaredi nya bo a ɛsom bere tenten so nkɛntɛnso. Adetɔn Kyinhyia Tenten: Ebia adetɔn kyinhyia a ɛware no bɛkyerɛ mfiase no sɛ MER a ɛba fam. Adwumayɛ ho nhwɛso: B2B vs. B2C nnwumakuw wɔ akwanhwɛ ahorow a ɛsono sɛnea wɔyɛ adwuma yiye.
Akwan a mfaso wɔ so a wobɛfa so ama wo aguadi mu mmɔdenbɔ atu mpɔn Wo aguadi mu mmɔdenbɔ nsusuwii a wobɛma atu mpɔn no hwehwɛ sɛ wofa ɔkwan a wɔfa so yɛ adwuma yiye. Fi ase denam wo mprempren aguadi dwumadi ne sika a wosɛe no ho akontaabu a edi mũ a wobɛyɛ so. Kyerɛ akwan a ɛde mfaso a eye sen biara ma na kyekyɛ sikasɛm nhyehyɛe pii sɛnea ɛfata. Saa ara nso na tew sika a wɔsɛe no wɔ dwumadi ahorow a ɛnyɛ adwuma yiye a ɛma nneɛma tew a wonnya sika a ɛdɔɔso ho.
Yɛ Wo Marketing Channels no yiye Fa w’adwene si akwan a ɛde akannifo a ɛkorɔn sen biara ma so sen dodow ara kwa. Quality leads dane yiye na ɛboa kɛse ma wonya sika, na ɛma wo MER tu mpɔn tẽẽ. Fa tracking a ɛfata di dwuma na ama woatumi de sika a wonya no ahyɛ ɔkwan biara so pɛpɛɛpɛ. Saa kwan a wɔde data di dwuma yi hwɛ hu sɛ woresisi gyinae a ɛfata wɔ sikasɛm nhyehyɛe a wɔbɛkyekyɛ ho.
Ma Mmɔdenbɔ a Wɔbɔ sɛ Wɔbɛkora Adetɔfo So no Nkɔ anim Mpɛn pii no, adetɔfo foforo a wobenya no bo yɛ den sen sɛ wɔbɛkora wɔn a wɔwɔ hɔ dedaw no so. Ɛdenam adetɔfo a wɔkora wɔn so a wobɛma atu mpɔn so no, woma wo nkwa nna nyinaa bo kɔ soro a womma sika a wɔsɛe no wɔ aguadi ho no nkɔ soro kɛse. Mpɛn pii no, adetɔfo anokwafo bɛyɛ wɔn a wɔkamfo ahyɛnsode kyerɛ, na wɔde anom asɛm a ɛsom bo ma. Saa organic nkɔso yi nya wo aguadi mu mmɔdenbɔ ratio so nkɛntɛnso pa.
Leverage Marketing a Wɔde Yɛ Adwuma Nnwinnade a wɔde yɛ adwuma ankasa betumi ama aguadi mu mmɔdenbɔ atu mpɔn kɛse. Wɔboa ma nneɛma a wɔyɛ no yɛ mmerɛw, ɛtew nsaanodwuma so, na wɔhwɛ hu sɛ wo ne w’atiefo bedi nkitaho bere nyinaa. Sɛ nhwɛso no, sohyial mediaautomation hwɛ hu sɛ wɔde nsɛm a ɛwɔ mu no bɛma daa a wɔmfa nsa mfa wɔn ho nhyɛ mu bere nyinaa. Eyi ma wonya bere ma dwumadi ahorow a wɔde di dwuma wɔ ɔkwan a ɛyɛ anifere so kɛse.
Siesie Wo Targeting ne Messaging Sɛ wɔde wɔn ani si wɔn so yiye a, ɛma nsakrae dodow kɔ soro na ɛma adwumayɛ tu mpɔn. Fa adetɔfo data ne nhwehwɛmu di dwuma de yɛ atiefo afã horow a ɛyɛ pɛpɛɛpɛ. Siesie wo nkrasɛm no ma ɛne ɛyaw nsɛntitiriw ne nea ɛkanyan wo ho dwuma. Nkrasɛm a ɛfa ho no ka w’atiefo no yiye, na ɛma wosɛe sika wɔ aguadi ho yiye.
Mfomso a Ɛtaa Di a Ɛhaw Adwumayɛ Yiye Nnwuma pii nam mfomso a wɔtaa di so sɛe wɔn aguadi mu mmɔdenbɔ dodow a wonnim. Kwati saa afiri yi na ama woakɔ so ayɛ adwuma yiye. Mfomso titiriw biako ne sɛ wɔde wɔn adwene besi top-of-funnel metrics nkutoo so a wonsusuw nsakrae dodow ho. Kar akwan a ɛkɔ soro no nkyerɛ pii sɛ ɛnkyerɛ sika a wonya no ase.
Attribution a Ɛfata a Wobu Ani Gu So Attribution a ɛnteɛ betumi akyinkyim wo MER akontaabu no kɛse. Sɛ woanni akyi yiye a, ebia wode sika a wunya no bɛto akwan anaa ɔsatu ahorow a ɛnteɛ so wɔ ɔkwan a ɛnteɛ so. Fa multi-touch attribution models di dwuma na ama woate adetɔfo akwantu no nyinaa ase. Eyi hwɛ hu sɛ wode touchpoint biara ho anuonyam ma sɛnea ɛfata wɔ dwuma a edi wɔ sika a wonya mu no ho.
Sɛ Wɔantumi Abu Akontaabu wɔ Adwumayɛ ho Ka a Wɔbɔ no Nyinaa Ho Nnwumakuw binom di sika a wɔsɛe no tẽẽ wɔ aguade ho dawurubɔ ho nkutoo akyi bere a wobu wɔn ani gu ɛka a wɔde boa so no. Ɛsɛ sɛ wo MER akontaabu no ka ɛka a ɛfa aguadi ho nyinaa ho. Eyi ka software a wɔkra, adwumakuw ho ka, nneɛma a wɔyɛ ho ka, ne kuw akatua. Adwene a ɛkɔ akyiri ma wosusuw sɛnea nneɛma yɛ adwuma yiye no yɛ pɛpɛɛpɛ.
Nsɛm a Wɔayɛ no Ho Nhwehwɛmu: MER Nkɔso wɔ Adeyɛ mu Susuw adwumakuw bi a wohui sɛ wɔn aguadi mu mmɔdenbɔ dodow so atew wɔ mfe anan pii mu no ho hwɛ. Bere a wɔyɛɛ nhwehwɛmu no, wohui sɛ wɔn sohyial media dawurubɔ ahorow no rema nkurɔfo akliki nanso nnipa kakraa bi na wɔsakra. Ɛdenam wɔn a wɔde wɔn ani asi wɔn so no a wɔtew wɔn ho na wɔmaa landing page nhyehyɛe yɛɛ yiye so no, wɔmaa nsakrae dodow kɔɔ soro kɛse. Wɔ asram abiɛsa mu no, wɔn MER nyaa nkɔso fii 3.5 koduu 5.2. Saa nhwɛsoɔ yi kyerɛ sɛdeɛ nsakraeɛ a wɔde data di dwuma no tumi nya aguadi mu mmɔdenbɔ so nkɛntɛnsoɔ kɛseɛ. Te sɛ sɛnea akwan a wɔfa so tɔ nneɛma a wɔde di dwuma wɔ ɔkwan a ɛyɛ anifere so betumi akora sika so no, nsakrae a wɔyɛ wɔ aguadi mu wɔ ɔkwan a ɛfata so no ma adwumayɛ kɔ anim.
MER a wɔde bɛka Adwumayɛ Metrics Afoforo ho Ɛnsɛ sɛ wo aguadi mu mmɔdenbɔ ratio no wɔ hɔ wɔ baabi a ɛyɛ soronko. Fa ka adwumayɛ ho nsɛnkyerɛnne atitiriw afoforo ho na ama woanya adwumayɛ akwahosan ho adwene a edi mũ. Metrics te sɛ adetɔfoɔ a wɔbɛgye wɔn ka, nkwa nna nyinaa boɔ, ne nsakraeɛ dodoɔ ma nsɛm a ɛfa ho ma wo MER. Wɔbom yɛ aguadi mu adwumayɛ ho mfonini a edi mũ. Saa kwan a ɛfa biribiara ho yi kyerɛ sɛnea AI nhyehyɛe a wɔaka abom no ma nkitahodi ba wɔ adwumayɛ dwumadi ahorow mu.
Awiei: Ma Wo Marketing Efficiency Ho Nkonimdi Aguadi mu mmɔdenbɔ nsusuwii yɛ adwinnade a tumi wom a wode bɛsɔ wo aguadi adwumayɛ nyinaa ahwɛ. Ɛma adwumayɛfo mpanyimfo nhumu a ehia na wɔde asi sikasɛm ho gyinae a ɛfata. Ɛdenam wo MER a wobɛbu akontaa daa na woayɛ no yie so no, wobɛtumi ahwɛ sɛ wo aguadi dɔla no bɛyɛ adwumaden ama w’adwuma. Kae sɛ nsɛm a ɛfa ho no ho hia —ebia nea eye ma adwumakuw bi no renyɛ nea eye mma adwumakuw foforo. Woasiesie wo ho sɛ wobɛma wo aguadi mu mmɔdenbɔ ayɛ papa? Hwehwɛ sɛnea Seemless betumi aboa wo ma woadi akyi, ahwehwɛ mu, na woatu mpɔn wɔ wo aguadi adwumayɛ mu denam yɛn nhwehwɛmu nhyehyɛe a ɛkɔ akyiri no so.
