Thursday, February 21, 2013

The true value of a click!!


Conventionally, If 2% of clicks become leads, and 10% of leads become customers...and the average customer is worth $100 and you are spending $.5 per click...then each click is worth .2$, but, you have paid .5$ per click which makes your media purchase and the clicks that they drive not worth it! Is it time for you to rethink your web media strategy?
  • Maybe, you should rethink your strategy, if the only objective that you have is to drive the right ROI from the clicks that you are deriving in the narrow scheme of your weekly campaign execution. Renegotiate the rates, optimize the target audience, revisit the media mix, optimize your site, examine the offer etc. That will improve your chances of getting you to your goal of deriving the maximum, or at least, a justifiable value from your clicks.

  • However, have you challenged yourself by measuring those clicks that did not lead to revenue but helped connect your product or site to other users who were in the network of your click? Did that network generate traffic and hence revenue, if you think the answer is YES, get busy trying to measure, quantify and leverage that.

  • Are there clicks that did not lead to immediate purchase, but, helped a consumer in his journey through Awareness-Interest-Desire-Action, a journey that eventually ended in a purchase? If you think the answer is yes then please crack a way of managing consumers in all the phases of a purchase cycle by surrounding your clicks with a logical array of other marketing tools like eDM, DM, SMS and tele-calling, hopefully, in a sustainable and automated manner so as to derive the best ROI outcome and maybe making your web strategy successful. This will lead you to think about the life-cycle of a campaign and the logical end before which you think a campaign produces no more value.

  • And lastly, all your clicks are valuable, because, they tell a story as regards the behavior, segmentation, sensitivity to offer, perceptions etc of your consumers are concerned. Be sure to apply analytical models to all your clicks and learn from the outcomes of that analysis. If you do so, the story that will emerge will help you carve out ever more meaningful campaigns in the future. With the continuous improvement you will move well and towards your goals.

Thursday, February 7, 2013

The Ideal Job

THE IDEAL JOB

The Sources of pleasure and satisfaction

The most significant source of pleasure and satisfaction is probably the one derived from a sense of achievement that one may experience from time to time. It is probably more relevant in the two phases of life that consume most of our living years, namely the years spent in education and later the years spent in the work force. The setting of goals, followed by the charting and navigating of obstacles in the journey towards the goal, is just as significant as the reaching and savouring of the rewards that lie at the end of a successful pursuit; simply because, the largest passage of time is spent through that journey rather than at the final destination.
This thinking can be used in developing the notion of an ‘Ideal Job’, which may unravel itself in three elements.
First, relates to the goals themselves, the achievement of which will deliver the promises of pleasure and satisfaction.
Second, relates to the journey, and is centred on the people that we encounter in that journey, because it is the people and the interactions with people that can leave our ‘Sense of achievement’ either hollow or satisfying.
Third, again, relates to the journey and the nature of actions that the pursuit of our goals demands of us. These acts that we perform can leave us feeling enriched and elevated, or, they may leave us empty and unhappy, owing to the misdeeds that our ambitions may have compelled us to execute.

The Goals

It probably gets tougher with the passage of time, the seniority that comes with time, and the survey of larger territories and segments in one’s portfolio, to expect reasonable and achievable goals. In a bigger picture this is probably driven by the overall revenue and margin metrics that a future target stock price demands, and the cascading down of those metrics into individual targets, which are often unjustifiable and more importantly not worth arguing against, beyond making the obvious understood. Yet, quarter after quarter, there is a large population of business units that achieve their goals.
The ideal job simply provides a canvass for an individual or a team to freescape, continuously innovating around future actions that will lead to the over-achievement of goals, at least in the minds of the individual or the team. This ideation and drive will fuel motivated actions, from where the randomness and uncertainties of business life often start to influence a positive outcome. Why, because winning and winners are spotted by the bounce of step that they have as they execute plans. Partners and customers are often drawn towards those that show a will to walk a path of enthused self-motivation; they gravitate unknowingly towards such individuals and teams, often delivering them to success. In work life, it is the lack of new ideas that makes us grow old and youth-less. The ideal job ensures that individuals are devising and implementing plans towards goals that may be seemingly unachievable. The ideal job prevents teams from resigning to failure with drooping shoulders, walking in the drudgery of work life, day after day, just because the goals are unrealistic. The ideal job, spurs action and excitement which will hopefully deliver teams to a roller coaster of events that then will have a way of spotlighting individuals with the strongest chances at success.

Centred on People

Most egos don’t allow one to accept another’s ideas and philosophy without doubt, a doubt that leads to rejection through innate insecurity. This is probably at the source of conflicts in the work place, and maybe just as real as the unrealistic goals in the previous section. It is people, their remarks and comments that creates stresses in the workplace.
The ideal job has an environment, where the flow of information and ideas is unhindered by motives of self enhancement that people often harbour. In such an environment the journey towards ones objectives is in the company of colleagues, partners and customers who enrich one another through positive interactions. The ideal job creates teams that are cohesive, teams which understand and respect the roles of its members, teams that win and lose collectively.
In any representative set of people it is inevitable to have top and bottom performers. The ideal workplace provides objectivity in the measurement and nurturing of talent at both ends of the performance spectrum, a task that usually falls in the hands of an important person in your work life – Your Boss. An ideal job presents the case for improvement and enhancement of a low performance with reason and argument that is un-emotional, easy to understand and with actions that are implementable.

Nature of Actions

What we gain and experience as joy of achievement, can be enhanced or mitigated based on the nature of actual actions that were took in order to reach our goals. If those actions meant corrupting a self-conscience by acting in flawed ways, then the over-achievement of goals, too, may leave us vacant and a bit empty. One doesn’t have to reach the extreme of unethical behaviour to encounter this corruption of actions. For instance, targets achieved on a foundation of dis-satisfied customers, is an outcome of the nature of wrong actions. Or, the alienation of team members in order to reach the finish line may be an empty achievement, most often encountered in multi-product environments, where team members often drive conflicting goals.
Wrong actions, usually manifest in surprises that surface over a period of time in the cycle of business, like the tacit agreement with customers and partners that becomes debatable in the absence of firm contracts. The correct nature of actions leaves little or no room for surprises, reducing the overall risks that a business faces. This is critical, since in a quick evolving industry, there is enough risk that the unknown thrusts upon us, making it essential for our actions to be true and well measured as we move towards our goals.
The ideal job, is a complex topic and has many elements that require thought and discussion. But, if we are forced to summarise, the ideal job is the one that can become the best part of a person’s life.