About Workshop
Course Overview
In today’s corporate environment, marketing function is under tremendous pressure to increase costs and increase contribution to growth. Marketing leaders are increasingly accountable for ensuring that each marketing dollar is being put to its optimal usage, and are constantly allocate resources to achieve the highest ROI. However, given the shrinking marketing budgets, media fragmentation of media channels and balancing of short-term and long-term marketing objectives, marketing resources allocation decisions have never been so complex.
This one-day dynamic and interactive workshop will give you an overview of the marketing effectiveness measurement tools and how they can be applied in the real-life Pakistani business environment. You will learn how to track and evaluate the impact of your marketing campaigns.
How participants will benefit after the course:
Having attended this program, you will be able to understand:
• How critical is a marketing ROI mindset to deliver corporate success and achieve personal growth
• Use ROI as a tool for strategic decision making
• How to gain alignment within the organization with a ROI driven program
• What are the key drivers of improved marketing effectiveness
• Examine how uncontrollable factors can have an impact on your marketing ROI
• How to build an objective data driven Marketing ROI model.
• How to set goals that bring continuous improvement in ROI.
• How to look at marketing effectiveness in the short-term and how to balance the two.
• How to develop the systems which helps organizations to improve ROI
• Key Marketing Metrics and how to build them into a Marketing Dashboard.
Workshop topics to be covered:
Marketing ROI: The biggest reality for marketers
How marketing effectiveness now more than ever spell corporate success and growth for marketers who use it smartly.
How to put together an ROI driven plan
How to make use of the variables in your control to drive an ROI drive plan. The role of strategy and execution excellence in maximizing ROI.
How to plan for uncontrollable factors
How to keep driving marketing effectiveness in the face of competitive moves and continuously changing environment.
Consumer Focus: The centerpiece of an ROI driven program
How a consumer-centric approach is at the heart of an effective marketing program
Establishing data points for marketing accountability
How to capture relevant and actionable data to serve as the basis of marketing
Tracking marketing and other activities
Putting in measures to track marketing activities as well as other functions impacting marketing effectiveness. Understanding marketing effectiveness in the short term and long-term.
How to measure campaign success
Understanding the effectiveness of short-term measures and campaigns and discontinuous initiatives.
Marketing Mix: Driving ROI through the right marketing mix
Determining what is working in your marketing mix and what is not.
Creating a ROI driven culture
How to make marketing effectiveness the mantra beyond the marketing team and gain support and alignment across organization for a ROI driven culture.
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