市场营销是任何企业成功的重要组成部分. 然而, it’s not enough to simply spend money on advertising and promotions. You need to ensure your marketing efforts are delivering a positive return on investment (ROI) and driving growth for your business.
This is where a well-designed marketing budget that ensures you’re maximising your marketing ROI comes in.
什么是ROI和ROAS?
ROI代表投资回报率. It's a way to measure how profitable an investment or marketing campaign is. Basically, it tells you if you're getting more back from your investment than what you put into it.
另一方面，ROAS代表广告支出回报率. It's a metric specifically used to evaluate the effectiveness of your advertising campaigns. It helps you figure out if the money you're spending on a particular advertising channel or campaign is generating enough revenue to justify the investment.
ROI和ROAS的区别是什么?
本文将关注ROI, 还要了解ROI和ROAS之间的区别, 以及它们如何帮助你最大化营销预算, 会帮助你做出更明智的决定吗.
It's important to understand the difference between ROI and ROAS when measuring the success of your marketing efforts. ROAS is typically used to measure the return on investment for a specific advertising channel or campaign. 它采用更线性的方法, where you invest money in one channel and measure the return on that investment.
另一方面, ROI采用更全面的方法, 考虑到整个营销生态系统, 包括线下营销，如口碑营销和网络营销, 以及各种在线做法，比如点击付费, 社交媒体广告, 有机搜索. 这涉及到全渠道归因建模, which shows how all the different marketing channels work together to create a cohesive strategy.
如果你的营销策略是有效的, 它应该会产生积极的投资回报率, meaning that the return on your total investment is greater than the cost of that investment.
通过理解ROI和ROAS之间的区别, you can gain a deeper insight into the effectiveness of your marketing efforts and make data-driven decisions to optimise your budget allocation.
为什么投资回报率对营销很重要?
如上所述, ROI是你的“投资回报”, which is a measure of the profit or revenue generated by an investment compared to the cost of that investment. 在市场营销的背景下, ROI is a way of evaluating the effectiveness of your marketing campaigns by comparing the revenue generated by those campaigns to the cost of running them.
Calculating ROI is important for marketing because it allows you to evaluate the effectiveness of your campaigns and make data-driven decisions about how to allocate your budget. 通过跟踪ROI, you can identify which channels and campaigns are delivering the highest return on investment and adjust your budget accordingly. This helps you to maximise your marketing budget and ensure that your efforts are driving growth and revenue for your business.
分析你的市场投资回报率:关键指标和工具要考虑
Before you can start building your marketing budget, you need to understand how to measure your ROI.
There are several metrics and tools you can use to do this, including:
- Customer Acquisition Cost (CAC): this metric measures the cost of acquiring a new customer. 计算CAC, divide your total marketing spend by the number of new customers acquired during a specific time period. A low CAC indicates that your marketing efforts are efficient and effective, 而高CAC则相反.
- Lifetime Value (LTV): LTV measures the total revenue a customer is expected to generate over their lifetime with your business. 计算你的LTV, multiply the average value of a purchase by the average number of purchases made per customer per year, and multiply that by the average length of a customer relationship in years. A high LTV is a sign that your marketing efforts are driving customer loyalty and retention, 随着时间的推移，什么能带来持续的收入增长.
- Conversion Rates: Conversion rates measure the percentage of website visitors or leads that take a desired action, 例如购物或填写表格. 计算你的转化率, divide the number of conversions by the number of website visitors or leads during a specific time period. A higher conversion rate indicates that your marketing efforts are effectively driving engagement and interest from your target audience.
- Attribution Models: Attribution models help you understand which marketing channels and campaigns are contributing to conversions and revenue. 有几种不同的归因模型需要考虑，例如;
- First-Touch: attributing a conversion to the first touchpoint a lead had with your brand
- Last-Touch: attributing a conversion to the last touchpoint before the sale
- Multi-Touch: attributing a conversion to multiple touchpoints along the customer journey.
Using an attribution model that is tailored to your business goals and marketing strategy, you can better understand which channels and campaigns are driving the most revenue.
通过分析这些指标, you can identify which marketing channels and campaigns are driving the most revenue for your business and adjust.
明确营销目标
建立有效的营销预算, you need to have a clear understanding of your business objectives and marketing goals.
There are several goals businesses commonly want to achieve through their marketing, such as:
- 提高品牌知名度
- 获得领导地位
- 推动销售
- 提高客户保留率
一旦你对你的营销目标有了清晰的认识, you can allocate your budget to the channels and campaigns that are most likely to achieve your desired goals.
Establishing Budget Priorities and Identifying High-ROI Channels and Campaigns
Once you have a clear understanding of your marketing goals and market trends, 是时候开始优先考虑你的预算了. This means identifying the channels and campaigns that are delivering the highest ROI and allocating more of your budget to those areas.
例如, 假设你一直在进行社交媒体活动, 电子邮件广告, 和点击付费广告来产生线索和销售. 在分析你的指标之后, you find your social media campaigns have a lower CAC and was generating more leads and sales than your 电子邮件广告 and PPC ads, you may want to shift more of your budget to your social media campaigns as it’s delivering a higher ROI and should be higher priority in your marketing budget.
Regularly evaluating the ROI of your marketing channels and campaigns allows you to adjust your budget, and reallocate your budget from low-performing channels and campaigns to high-performing ones to maximise your ROI.
除了跟踪参数, its important to consider marketing trends and audience behaviour when allocating budgets. 例如, if your target audience is primarily using social media to research and purchase products, it would be in your best interest to allocate more budgeting to social media advertising than to other marketing channels such as email or PPC.
平衡短期和长期目标，制定一个现实的预算
在制定营销预算时, it’s important to strike a balance between short-term and long-term goals. While you may be tempted to focus all of your budget on campaigns that generate immediate results, it’s also important to invest in activities that will deliver long-term benefits, 比如品牌知名度和客户忠诚度.
只关注短期目标很容易, 因为它们提供了即时的满足和切实的结果. 然而, neglecting long-term goals can harm your business in the long run.
To craft a realistic marketing budget that balances your short and long-term goals, 你需要评估你的营销目标和目的. Identify which goals are short-term and which are long-term, and allocate your budget accordingly.
例如, 如果你要推出一款新产品, you may want to allocate more of your budget to short-term goals such as PPC advertising and social media campaigns to generate immediate sales. 然而, you should also invest in long-term goals such as content marketing and SEO to build that vital brand awareness and gain customer loyalty over time.
It's important to note that long-term goals require ongoing investment and effort. Building brand awareness and customer loyalty is not an overnight process, 这需要长期持续的努力和投资. 通过分配一部分预算来实现长期目标, you can ensure that your marketing efforts are sustainable and scalable in the long run.
Simon Sinek talks about the importance of being a sustainable business in 无限游戏. You want your business to be one that is around for a long time and serves many generations, which can only be achieved by finding balance between your short and long-term goals, and not allowing yourself to be roped in by the temporary and immediate satisfaction of short-term wins.
通过数据驱动的决策最大化ROI
Maximising ROI with data-driven decisions is a crucial aspect of building a successful marketing budget. This process involves regularly 监测与调整 your marketing budget based on the data you collect. The data-driven approach involves tracking your ROI and other key metrics to identify areas where you may need to adjust your budget or reallocate resources.
做出数据驱动的决策, 你需要收集准确的数据，并用它来做出明智的决定. This requires setting up analytics tools and tracking software that allows you to measure and track the performance of your marketing campaigns accurately.
一旦你能分析你的数据, you’ll be able to make better-informed decisions about where to allocate your budget.
建立促进成功的营销预算的最佳实践
Building a marketing budget that gives you the very best ROI and fuels your business successes requires careful planning, 监测与调整. 通过分析你的营销ROI, 确定营销目标, 评估营销趋势, 确定预算重点, 制定一个现实的预算, 你可以确保你的营销努力是有效的, 高效且符合您的业务目标. 另外, by monitoring your budget and adjusting your resources based on data-driven decisions, you can maximise your ROI and maximise the impact of your marketing budget.
Implementing best practices for building a marketing budget takes time and effort, 但回报是巨大的. By creating a budget that is tailored to your business's unique needs and goals, 你可以确保你的营销努力正在推动增长, 增加收入, 并带来积极的投资回报.
Whether you’re a small business owner or a marketing professional at a large organisation, these strategies can help you build a budget that fuels your business success.
