Your Ultimate Measurement for your e-Campaigns

success

By Matthew Kwan © Copyright.  All rights reserved.  Principal Consultant, Adams Company Limited  (www.adamshk.com)

So what is the ultimate measurement for your e-Marketing campaigns?  The most important thing to remember is that we live in a business world and the most basic measurement unit is always down to dollar amount.  However, it is very difficult to always just measure by money for your success.  My proposal is to objectively measure the “Cost Per Action”, CPA.  By actions, we mean:

  • 1. no. of sales deals
  • 2. no. of subscriptions
  • 3. no. of enquiries (by phone, email, online form…etc)
  • 4. no. of forward to friends
  • 5. no of sharings to social networks
  • 6.  …etc

If by channel/media cost per action (CPA) can be broken down, that is perfect but the real world is not that simple as your results may come from different online sources or even from your traditional marketing media.    Marketing professionals have to be realistic and measure the overall spending versus the actions happened during the campaign period. This exercise is extremely important for your planning of the next e-Campaign.  It should serve as the basis for your channel/media selection.success

By Matthew Kwan © Copyright.  All rights reserved.  Principal Consultant, Adams Company Limited  (www.adamshk.com)

So what is the ultimate measurement for your e-Marketing campaigns?  The most important thing to remember is that we live in a business world and the most basic measurement unit is always down to dollar amount.  However, it is very difficult to always just measure by money for your success.  My proposal is to objectively measure the “Cost Per Action”, CPA.  By actions, we mean:

  • 1. no. of sales deals
  • 2. no. of subscriptions
  • 3. no. of enquiries (by phone, email, online form…etc)
  • 4. no. of forward to friends
  • 5. no of sharings to social networks
  • 6.  …etc

If by channel/media cost per action (CPA) can be broken down, that is perfect but the real world is not that simple as your results may come from different online sources or even from your traditional marketing media.    Marketing professionals have to be realistic and measure the overall spending versus the actions happened during the campaign period. This exercise is extremely important for your planning of the next e-Campaign.  It should serve as the basis for your channel/media selection.

Get your Facebook “Username” to get maximum exposure

facebookBy Matthew Kwan © Copyright.  All rights reserved.  Principal Consultant, Adams Company Limited  (www.adamshk.com)

In the past, Facebook did not automatically give out a short cut link to your account or page. However, now you can create your own shortcut called “username” to allow people to type in a unique link for your account or page. It is an excellent way to give you especially your company a better branding in general.

e.g. www.facebook.com/adamshk

The way to apply the username is very simple. Once you have a published/online page or account, you can just type www.facebook.com/username to register.

However, it may take a day or two before the chosen username is approved to use and you are not supposed to change the name in future. Hence, you must get the name right the first time though I think you may have once chance to change!

By having the username defined, it is an excellent way to invite other people to visit you/your page with ease!facebookBy Matthew Kwan © Copyright.  All rights reserved.  Principal Consultant, Adams Company Limited  (www.adamshk.com)

In the past, Facebook did not automatically give out a short cut link to your account or page. However, now you can create your own shortcut called “username” to allow people to type in a unique link for your account or page. It is an excellent way to give you especially your company a better branding in general.

e.g. www.facebook.com/adamshk

The way to apply the username is very simple. Once you have a published/online page or account, you can just type www.facebook.com/username to register.

However, it may take a day or two before the chosen username is approved to use and you are not supposed to change the name in future. Hence, you must get the name right the first time though I think you may have once chance to change!

By having the username defined, it is an excellent way to invite other people to visit you/your page with ease!

中國網上宣傳必備的「百度指數」

作者: 關廣智 (白武士有限公司首席顧問 http://www.adamshk.com/)Baidu Index

如果你計劃耍於中國網上宣傳你的產品或公司,百度指數就是你必然參考的網頁 http://index.baidu.com.

百度指數能準確地給你分析你所關注的業務在中國的市場需求和地區的分佈,而且內中的資訊都是最新鮮的數據。其中特別當你採用關鍵字搜尋來作為廣告的途徑,百度指數更可給你提供相關的關鍵字建議以至達到最有效的成效。作者: 關廣智 (白武士有限公司首席顧問 http://www.adamshk.com/)Baidu Index

如果你計劃耍於中國網上宣傳你的產品或公司,百度指數就是你必然參考的網頁 http://index.baidu.com.

百度指數能準確地給你分析你所關注的業務在中國的市場需求和地區的分佈,而且內中的資訊都是最新鮮的數據。其中特別當你採用關鍵字搜尋來作為廣告的途徑,百度指數更可給你提供相關的關鍵字建議以至達到最有效的成效。

Business is all about negotiation!

Business is all about Negotiation!

Business is all about Negotiation!

By Matthew Kwan

Principal Consultant of Adams (www.adamshk.com)

Copyright © 2010.

Do you realize how much negotiation do you do everyday? You may negotiate with your customers for the most favourable prices, order quantity, delivery timeand condition. You may push your sub-ordinates and co-workers to deliver the jobs on time and with high quality that meet your expectation. You may try so hard to show your performance to your boss and managers in order to get a better pay rise or promotion in the next review cycle. All these show that doing business is all about negotiation!

Fundamentals of negotiation

The Chinese characters for business (“生意”) have a wonderful meaning of “flexibility of an intention”(i.e. 靈活生動的意向). Hence, you must view doing business as a negotiation process to reach an ultimate goal which leads to a mutually agreeable intention. I personally think that you will never reach the ultimate and sustainable results if you are not thinking win-win during any business processes! You may win once or twice but you will not get far if you are not gearing towards a mutual benefit in a business agreement. Believe it or not, giving way may actually result in gaining ground! This is exactly the platform of negotiation.

Strategy of negotiation

Understanding of the intention of the other party is the fundamental skill of negotiation. Without realizing the other party‘s underlying needs and intention is not going to help reaching any agreeable results. Another very important basis of negotiation is focusing on the big picture rather than on specific details. You may trade off something small in exchange for a bigger, more meaningful and longer term benefit. Therefore, at the end of the day, it is all about return on investment (ROI) calculation in the macro view.

Tactics of negotiation

You have to be courageous enough to explore the depth of the water. In the same sense, you have to be courageous enough to make your offer during a negotiation. Otherwise, you would never know exactly how far the other party is willing to give way. Don’t be shy to make your offer yet the offer must be “reasonable” enough to justify by itself. You could start high as it gives yourself enough room to back down. Don’t hit your baseline so early and easily. By doing this, you are likely to gain ground than hitting a dead end!

Best negotiators are those who have high Emotional Quotient (EQ) with calm and firm responses.Sometimes, sense of humor can be a very good tool to ease the tension during tough negotiation but never overdo it with sarcasm as it will create a disrespectful impression! This is definitely not easy when you are facing unfavorable situations without too much ground!Hence, before you enter into any negotiation no matter it is a customer meeting, a job interview, a performance review…etc, you should really get yourself well prepared with options of possibilities including competitive information and competitive offers from other parties in order to gain ground.However, as mentioned earlier, win-win should be the ultimate objective but we have to also accept the fact on the other hand that such status is not always possible!

Summary

In certain culture, negotiation is just part of life and people would expect to negotiate at all time.However, majority of us are not natural born negotiators.But with some very simple training, we can be a better negotiator in a relatively short time. One very practical thing to do is to remind ourselves in all circumstances that to ask if the offer made by the others, including your customers, suppliers, co-workers, managers…etc., the best they can do? You will be surprised that 80% of time you will get a discount, a better offer, a faster response or even a better career at the end without much negotiation! So, are you willing to ask?

Matthew Kwan is a Principal Consultant of Adams Company Limited (www.adamshk.com) and is responsible for business consulting and enterprise training. He is an entrepreneur, author, speaker, lecturer and consultant working with enterprises and organizations in the commercial and Christian communities. He served for many years in multi-national companies including Intel, JP Morgan and Jardine and has broad experience in sales & marketing and management in multicultural and international settings.