{"id":17994,"date":"2012-10-11T08:15:14","date_gmt":"2012-10-11T07:15:14","guid":{"rendered":"http:\/\/www.smartinsights.com\/?p=17994"},"modified":"2012-10-11T06:59:09","modified_gmt":"2012-10-11T05:59:09","slug":"marketing-campaign-response-rates","status":"publish","type":"post","link":"https:\/\/www.smartinsights.com\/managing-digital-marketing\/planning-budgeting\/marketing-campaign-response-rates\/","title":{"rendered":"Marketing campaign response rates"},"content":{"rendered":"

Which media give the best clickthrough rates?<\/h2>\n

I shared this engaging call-to-action on our Pinterest<\/a> last week. Since size of a call-to-action has an impact on response rates, you would certainly expect this to perform well, although other factors may be at work here...<\/p>\n

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There was an interesting discussion on Pinterest, LinkedIn and Twitter about this, thanks if you took part or shared. This tweet was my favourite summary:<\/p>\n

HUGE call-to-action, no reason to scan, no brand message = Epic Marketing FAIL (who drives & scans?) ow.ly\/ed7U6<\/a> via @smartinsights<\/a><\/p>\n

\u2014 Linsay Duncan (@LinsayDuncan) October 4, 2012<\/a><\/p><\/blockquote>\n

Most labelled it \u201cdumb\u201d since lone drivers aren\u2019t going to scan while driving and even passengers would need to be quick on the draw with their scanners.<\/p>\n

In terms of communications effectiveness, while you can\u2019t miss the call-to-action, there is no \u201creason to click\u201d or branding associated, both vital for QR code campaigns. Others noted that when you scanned through to the landing page it wasn\u2019t optimised for mobile, in fact unreadable on mobile. Another common mistake with QR code campaigns...<\/p>\n

Others said these obvious points were missing the point and it was genius because of the PR and discussion it would generate. I agree it\u2019s certainly \u201cremarkable\u201d, but virals are surely only worthwhile if they\u2019re connected to a brand and have a positive impact on it.<\/p>\n

Marketing campaign response rates<\/h3>\n

Coincidentally I was also looking at this new research on campaign response<\/a> from Nellymoser. It\u2019s interesting to see that in the US, at least, QR code response exceeds that of many digital media<\/a>.<\/p>\n

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Average campaign response rates<\/h3>\n

I thought this was a useful compilation since I\u2019m often asked by marketers creating budgets and conversion models<\/a> as to which response rates to use. If you\u2019re a student creating a budget for an assignment for a business sector you\u2019re unfamiliar with, this can be tricky. For IDM online marketing qualifications<\/a> we usually assess students on the quality of their recommendations and how they construct the model rather than the assumptions. If you\u2019re looking for a starting point for campaign response, these are the range of campaign response averages I recommend.<\/p>\n

These are based on compilations across sectors, if you follow the links, you can find some sector examples:<\/p>\n