Playing AIDA in Digital Media Like A Lego (7)
Playing AIDA in Digital Media Like A Lego (7)
by D6583-Lorio Purnomo
Budgeting your Digital Campaign on Mobile Channel
Some of Indonesian Digital Marketing Specialists promote Digital Media Campaign to brand owners primarily for it is less expensive than Traditional Media Campaign. This claim is definitely misleading and here in this article I would like to elaborate some rationales why it is not necessarily true. Depending on your campaign objective, creative design and your campaign planning to use the modules from the four categories of AIDA determines how much budget you would require to run a Digital Media Campaign. So, claiming a DIgital Media Campaign as less expensive than Traditional Media Campaign is a definitely a wrong conclusion.
The absolute truth is that tracking the result of Digital Media Campaign can be done as real time as possible. This is mainly due to the nature of digital media where all the responses from your target audience could be measured on real time basis for you to make analysis while still running the campaign.
Here are all the measurements of each steps on AIDA that you can measure in real time basis:
| STEPS | Cost Measurement | Advanced Analytics |
|
A |
CPM (Cost Per Thousand Impression) |
Impressions per Unique Visitor
Effective CPM (Equivalent to how much click generated per thousand impressions times Cost per Click) |
| I | CPC
(Cost Per Click) |
New Visitor Click Repeat Visitor Click |
| STEPS | Cost Measurement | Advanced Analytics | ||||
|
A |
CPM (Cost Per Thousand Impression) |
Impressions per Unique Visitor
Effective CPM (Equivalent to how much click generated per thousand impressions times Cost per Click) |
||||
| I | CPC
(Cost Per Click) |
New Visitor Click Repeat Visitor Click | ||||
| STEPS | Cost Measurement | Advanced Analytics | ||||
|
D |
CPE (Cost Per Engagement) |
Interactivity Per Visitor
Bounce Rate (% of Visitors leaving immediately after landed in your landing page) LOS (Length of Stay) per Visit # of Page per Visit # of Content Post Per User # of Shared Content |
||||
|
A |
CPL (Cost Per Lead) |
Depends on the designated LEADS Measurement can be tracked based on the defined Lead such as:
# of Subscription # of Appointment # of Pre-Order # Online Transaction etc. |
||||
When you prepare budget for your Digital Media Campaign, the above table would be useful for you to plan and calculate how much expenditure you need to spend for the campaign. Normally, the rate card increases from CPM toward CPC, CPE and CPL. Each of the steps require different of skill and knowledge specialties. It is obvious that generating Click is more challenging than gathering impressions. So forth, engaging visitors requires more challenging skill and knowledge than generating clicks. Ultimately every promotion budget spent is designed to lead into customer purchase. Therefore generating sales lead is the most challenging skill and knowledge in this cycle. Having those understanding, as a brand owner, you really need to define your campaign objective thoroughly in order to make the most effective budget for your campaign. In some cases,
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