Organisations

Marketing Campaign ROI

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Return On Investment
Nobody wants their marketing budget to sail away

For any campaign with SMART objectives set upfront, its performance in the market place should be able to be measured in various ways, either simplistic or sophisticated. There is a trade-off to be considered though. Measurement should be able to support a streamlined marketing and business planning process without acting as an additional hurdle in this process. On the other hand, decision making should not be purely based on impressions and gut feeling, as this runs the risk to derail the whole planning process.

Deciding on a measurement framework requires an understanding of the information sources and their data that are readily available or can easily be obtained. On the other hand, a campaign ROI calculation approach necessitates an obvious link between the objectives of the campaign and the higher level strategic business goals of the organisation as this is the only way to translate campaign objectives and attribute a monetary value to them in order to facilitate Return On Investment calculations.

 

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At Pyxis Insights we understand very well how organisations live and breathe thus we focus on the facts. By providing high quality insights we help you steer your organisation towards the right strategic direction.

Organisational Structure and Organisational Culture

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Organisational culture
The right organisational culture can facilitate customer engagement

One of the key resources that an organisation has at its disposal, is its capability to shape its structure. This has to be wisely managed as the organisational structure can ultimately become one of its competitive edges. On the other hand it can also end up to be one of its major drawbacks. Right decisions about the organisational structure facilitate better decisions about skillsets required, and people recruitment. A proper investigation of the industry requirements and dynamics that the company is operating in, both current and future ones, is a major driver in the journey to shape the desired organisational structure. Strategic organisational goals constitute another major driver towards the desired organisational structure.

Ultimately, the strategic organisational goals aim at making the organisational efforts to produce returns and to become successful in the market place. The customer is the major player there. Hence, decisions about the organisational structure have to be greatly influenced by the customer. They have to be influenced both in terms of design as such but also in terms of how the elements of this structure communicate and work together to deliver.

The organisational culture is shaped by the organisational structure,  the people and the skillsets that populate this structure, its historical efforts and successes but also its future plans and goals. The organisational culture is the end result of previous management decisions and because of inherent organisational inertia, it is very difficult to change.

The right organisational culture is a prerequisite for high organisational effectiveness. The right organisational culture will facilitate the development of successful product, services, and campaigns. The right culture will communicate and relate better to the end customer. The right culture will adapt and respond in a flexible way to market changes. The right organisational culture will identify what is important and what is not and will take the right decisions going forward.

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At Pyxis Insights we understand very well how organisations live and breathe thus we focus on the facts. By providing high quality insights we help you steer your organisation towards the right strategic direction.

Marketing Insights for decision making

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The marketing message has to stand out and engage
The marketing message has to stand out and engage

Marketing Insights are insights developed for the purpose of marketing of products and services. An insight can be any finding about the customer within a product category that is not obvious and rings true in hindsight.

And what is the big fuss about insights? Well, insights are not easy to come up with. Insights can become a springboard for a strong competitive advantage within a given industry or category of products and services.

Usually an insight is developed following a systematic cross examination of diverse datasets, qualitative information or mere evidence and leads to a territory where nobody else has gone before.

Only a small fraction of new product launces and services ultimately become truly successful in the market place. This is not only because the new launch has to be supported by a powerful insight, but also has to be implemented / executed correctly and at the right timing. The powerful insight is the engine. Without an insight, there is no launch.

Many fail to distinguish a powerful insight from a mere finding. This is because they have no reference point or criteria to help them qualify insights among a sea of information. They also lack the skills and the processes to engage in the task to develop insights.

 

 

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At Pyxis Insights we understand very well how organisations live and breathe thus we focus on the facts. By providing high quality insights we help you steer your organisation towards the right strategic direction.

Social Media Marketing

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Desk with Social Media and Connection Concept
A Social Media Marketing Plan requires deep knowledge of the market place and the target audience

Due to a limited marketing budget, a small business relies heavily on social media channels to reach out to the market. This does not come as a surprise as the main resource that is required for social media marketing is some skills  and a lot of time.  A larger business faces a different challenge which is centred around the issue of how to integrate traditional media and social media within the same marketing plan and of course any organisational challenge that may come as a result.

It is evident that online endorsement is much more important than direct word of mouth as it has the potential to influence prospects in many ways and for a longer period of time since the comments remain online. Social Media Marketers have the opportunity through social media to make the most out of this by applying amplification techniques.

In the absence of other criteria to base a judgement on, or when alternatives seem identical, a higher customer rating plays a significant part in transforming consideration to preference or even triggering a purchase.

A Social Media marketing plan should incorporate the following elements:

• Objectives to be achieved
• Target audience to be reached
• Brand ambassadors and Brand Influencers
• How to drive engagement and advocacy (marketing funnel tool)
• Relevance / Appropriateness of alternative Social media platforms to meet its objectives
• How to capitalise and execute across Social media platforms
• Social media Policy for the organisation
• Resources and budget
• How to integrate within the wider marketing plan
• Time frame and performance measurement

 

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At Pyxis Insights we understand very well how organisations live and breathe thus we focus on the facts. By providing high quality insights we help you steer your organisation towards the right strategic direction.