Episode 4 – The Three Rule of Agency Club (Part 1) – Mando Group

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Part 1 of 2: Before we meet Ian Finch, MD and Owner of Mando Group, a digital agency that designs and delivers customer experience led websites, intranets and mobile apps that drive engagement and increase efficiency, you need to know that this interview is actually split into two and you can hear the second part of this interview in the next Marketing Study Lab podcast.

It may sound obvious, but we should always be answering the questions that are in front of us in an exam or an assignment, not our own… as well as discussing this, we take a look at the CIM Level 4 Digital Marketing July 2018 Assignment – Task 3 (b).

Takeaways
– Ian accepts any criticism that comes his way, embraces it and more importantly, learns from it.
– People, communication and expectation management are the fundamentals for any business.
– Your network is your net worth, go and explore your industry and don’t be afraid to say ‘hello’ even to competitors, as we should all be sharing best practices within our own industries from which healthily competition thrives.

Top Tip
Answer the question that is set and not your own. It is only human nature to look to impart as much knowledge as you possibly can, whether in an exam situation or an assignment. Try not to! Try and focus on what the question is asking, not what knowledge you have in it entirety. Try and keep it specific, key and towards the question that is asked.

One of the best ways to do this is to map your answer out before you start. Bullet point your answer first, making sure it is clear, concise and on message and if you have to, reread the question and keep referring back to the actual question along with the guidance notes that appear in every CIM assignment.

Assignment (July 2018, Level 4, Digital Marketing, Task 3(b)
Why do we use key metrics and methods to measure the performance of a digital marketing plan and the communications within this plan?

This is an interesting question as it poses a lot of broad questions about measurements and measurement tools. In answering this question it really does depend on what you focused on in your digital marketing plan earlier on in your assignment. But if we take just a broad overview of the types of metrics and methods that you could potentially use to measure performance then it will give you a good indication of how to actually tackle the question. But before we go into any detail, it is important to understand the structure of the question, which is basically two fold.

Firstly, you need to justify the right key metrics that compliment your digital marketing communications in previous questions. Secondly, we need to look at the different methods that can provide key analytics, insight and sentiment. There are a whole host of metrics to analyse and methods to implement in order to assess the performance of the digital plan. The metrics can range from click throughs, user experience (UX), drop off rates and top level metrics such as KPIs (Key Performance Indicators) and ROI (Return on Investment).

Once you understand what you need to measure, then a method of measurement is a necessity. The best way to find out what methods are available is to do your research, as there are an abundance of tools for you to use, from social analytical tools (Buzz Sumo and Social Mention) to Google own portfolio of tools.

Wherever you decide is the best place to gain insight, you need to make sure it is attributed to your digital marketing plan and that it will help you achieve the objectives you set out earlier on in the assignment and most importantly, they can be justified and credible. Remember, you cant manage what you cant measure.

Happy Marketing Everyone!
Peter
www.marketingstudylab.co.uk
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Music Featured on this Podcast:
Sleepy in the Garden
Lobo Loco www.musikbrause.de
Creative Commons License

Links
Mando Group:
http://www.mando.agency
BIMA North West: https://www.bima.co.uk

Books:
Good to Great: https://amzn.to/2r8EKvE
Start with Why: https://amzn.to/2r9eeD7

App:
Hotel Tonight:
https://www.hoteltonight.com

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