唔好嘥時間做Reporting因為人哋根本唔care

我間中喺一間本地學校教digital marketing。呢個係一個complete course有唔同topics而我只cover其中一啲。呢個禮拜我教咗「Measurement in Digital marketing」。開始嗰陣我哋討論咗點解我哋需要為Online activities提供measurement/reports。我知呢個聽落好似一個silly question，但我哋想確保我哋畀嘅reports滿足marketers嘅basic requirements。正如我哋所知，digital marketing嘅budget同傳統marketing比仲好有限，儘管人哋花越嚟越多時間上網。所以我哋想了解reporting係咪人哋唔用digital marketing嘅原因之一。我問學生嘅問題係：

• 你book咗Print嘅PR或廣告之後有冇收到report？
• 你用billboard之後有冇收到report？
• 你run完TV廣告之後有冇收到report？
• 如果有，report入面通常有咩information？
• 係關於你嘅廣告點show？佢哋有冇以正確format同正確時間出現？
• 一啲screenshots/media clipping？

我哋最後得出越南市場嘅結論：

• 人哋唔係好care OFFLINE channels嘅reports
• Publishers/傳統media owners通常只care廣告點appear就搞掂
• Reporting如果有嘅話通常就係show screenshots/photographs
• 只有一啲大公司先會用AC Nielsen或TNS等third-party服務畀ESTIMATED data——佢哋可以reach幾多人、cost per reach、廣告係咪show畀啱嘅target audience等……
• 喺planning階段，如果target audience喺gender、age group、income class、location等方面well-defined嘅話會用AC Nielsen或TNS data

所以你可以睇到用好少嘅REPORTING（同Online比較），傳統media仲可以command一個好大嘅marketing budget百分比（平均接近97%）。對online marketing我哋有reporting on：

• Impressions
• Click
• Click through rate
• Cost per Click
• Time on Site
• Bounce Rate
• Pageview
• Traffic sources
• Keywords
• Conversion
• Conversion rate
• 等等...

咁Digital marketing而家嘅reporting format有咩問題？係咪Digital marketers嘗試令自己聽落好sophisticated但冇provide Offline/Traditional Marketers需要嘅簡單numbers嚟SPEND佢哋嘅錢？越南所有traditional marketers揀channels嗰陣care嘅只係：

• Brand awareness
• Reach（ESTIMATED absolute value）
• Reach（百分比）
• 有冇third-party validation好似AC Nielsen或TNS？

點解Digital marketing唔係畀呢啲numbers就算然後save我哋一大堆辛苦工作？當然傳統media同Digital media係兩樣唔同嘅嘢所以measurement應該唔同。但brand manager可能會問嘅一個問題係我嘅agency propose嘅呢50,000 clicks到底MEAN咩？係咪代表我嘅brand awareness會由10%增加到14%？如果我花$10,000喺Digital media，我可以有30% reach到我嘅target audience嗎？？？從一個traditional marketer嘅角度：傳統上多年嚟我一直咁plan我嘅marketing media，而家呢個所謂「new digital marketing」嚟咗，佢哋用一堆我完全唔明嘅jargons！更重要嘅係，如果佢哋claim可以畀更準確嘅reporting，點解佢哋答唔到我問嘅簡單問題好似brand awareness或REACH？ 我希望你而家大概有個idea我想discuss緊咩。我相信呢度真正嘅issue係EDUCATION、一個新嘅Paradigm shift同「new technology」。唔係digital marketing畀唔到同Offline world用緊嘅同一組numbers。好似comScore噉嘅公司用同TNS或AC Nielsen一樣嘅PANEL approach/同一measurement methodology，佢哋畀嘅exactly係AC Nielsen或TNS嘅同一組numbers。唯一嘅事係我哋唔知、唔care或冇錢用comScore等公司嘅服務。另外我哋作為digital marketers需要再行多一步，解釋我哋經常喺Online world用嘅呢啲jargons（click、bounce rate）喺marketing TERMS入面到底MEAN咩。呢個就係缺乏professional Digital marketers嘅問題所在。Online marketing喺越南太新。從越南互聯網嘅開始，接觸到佢/鍾意佢嘅人大部分係IT professionals，對marketing嘅background好少甚至冇。當我哋講website、source code、time on site、traffic source、URL builder、conversion等……marketers通常覺得太TECHNICAL。我嘅IT team會handle呢啲……但問題係IT department唔做Marketing。呢個唔喺佢哋job scope入面。佢哋唔係好care reach、brand awareness或offline campaigns同Online initiatives嘅effect。佢哋冇involved喺marketing plan入面。佢哋亦冇involved喺plan run完之後嘅review階段！所以你可以睇到呢度嘅dilemma。越南嘅公司掙扎緊hire professional Digital marketers，更唔使講specialties好似SEM、SEO、Social Media等……呢個導致對Online marketing一個好hesitant嘅approach。由於今日嘅discussion係關於Measurement所以我唔想go太far off topic。歡迎喺呢度留任何comments。祝Weekend愉快！Chandler