Why You Need to Measure Your Marketing’s Return on Attention
Create positive experiences for your customers while driving traffic and revenue to your door
Return on attention (ROA): Connecting with your audience in a way that creates a positive interactive experience to elicit a response.
In today’s marketing world, consumers are bombarded more than ever with messaging from a variety of brands. In fact, consumers have become numb to brand advertisements because of their frequency.
As a marketer, it’s not enough for you to deliver relevant messaging to customers through their preferred channel. You have to take your marketing one step further and make an impact that evokes a response. Then you know you’re cutting through the clutter.
For many dealerships, marketing has been measured by its return on investment (ROI): how much was spent on a particular campaign versus what that campaign returned.
Although ROI is an important measurement when reviewing a marketing campaign, how do you measure the effectiveness of each channel used within the campaign? How do you know which channel evoked the response? Furthermore, how do you know that your campaign left a favorable experience with your audience?
That’s where return on attention (ROA) comes in. Defined simply, ROA is connecting with your audience in a way that creates a positive interactive experience to elicit a response.
You may wonder, “How would I measure an interactive experience with my customers?” Here’s how it’s measured:
Most dealers are provided engagement reporting by their vendors. For example, if a dealership is using a social media vendor, it will receive a report showing page and post engagement for a given time period. This type of reporting is extremely valuable, and demonstrates how well your content reaches your audience and holds its attention.
Similarly, if you’re utilizing email to deliver your marketing message, measuring if customers open your email, click on links, and respond when appropriate helps you determine how engaging your message is and how much return on attention you’re receiving.
Compiling engagement reporting for your multichannel campaign helps you determine which channel produced the most interactive experiences with your audience, and the highest ROA. Creating and measuring engagement from your campaign is the first step, but ensuring that your marketing is producing positive experiences with your audience is a critical next step.
Start by reviewing each individual detail of your campaign and the audience experience. For example, do all links route the recipient to the right place? Does the destination page have all desired information and render correctly?
Make your marketing as simple as possible for your customers to interact with. Be sure to check the audience experience of your marketing on both a desktop and on a mobile device.
If you find any issues, be sure to address them immediately because they can cause frustration, higher bounce rates, and a poor interactive experience with your audience. Having a positive interactive experience for customers differentiates you from your competitors.
Another way to improve your interactive experience is to ask your customers, point-blank, how your dealership is doing. They are your most valuable resource for feedback about your messaging, products, and services. This can go a long way toward helping you build a stronger marketing message, boost your ROA, and develop a lasting, loyal relationship with your customers.
By measuring your marketing’s ROA, you can begin to understand which marketing channels create impact to evoke a response from your audience. Then, use this information to concentrate your marketing efforts toward the channels that have the highest audience response rates.
Jeff Hart, COO at Affinitiv, leverages his track record of success in developing effective sales team strategies, his in-depth expertise in both automotive and technology, and his impressive operational experience at OneCommand. Jeff brings to the team a wealth of knowledge and experience in the technology, utility, telecom, automotive, software development, and business process fields.