ANSWER SHEET FINAL EXAMINATION
Student’s Name Sheiren Mursalin
NIM 23121070064
Major Marketing Communication
Subject Information Communication Technology
Class E-Learning
Batch 7A
Academic Year 2023-2024
Part 1. Multiple choice questions
1. The management of text, rich media, audio and video content aimed at engaging customers and prospects to meet business goals, published through print and digital media including web and mobile platforms, which is repurposed and syndicated to different forms of web presence such as publisher sites, blogs, social media and comparison sites is the definition of:
a. Website marketing b. Content marketing c. Social media marketing d. Email marketing
e. SEO
Answer: b. Content marketing
2. Word-of-mouth is one of the media channel in:
a. Earned media b. Paid media c. Traditional media d. Owned media
e. Social media
Answer: a. Earned media
3. A structured approach used to increase the position of a company or its products in search engine natural or organic results listings for selected keywords or phrases is the definition of:
a. Search engine marketing
b. Customer relationship management c. Search engine optimization
d. Affiliate marketing e. Content marketing
Answer: c. Search engine optimization
4. How many times a post shows up in someone’s timeline is the definition of:
a. Reach b. Engagement c. Landing page d. Viewers e. Impressions
Answer: e. Impressions
5. The function of Google Analytics is for:
a. Analyze website traffic b. Design a website c. Promote a website d. Increase website traffic e. Get customers
Answer: a. Analyze website traffic
Part 2. Problem solving essay: E-Commerce & Marketplace 1. Problem Analysis for Karz
Overview of the Problem
Karz, a recently opened women's clothing store on Tmall, is having a lot of trouble because Tmall suddenly increased annual service fees and required cash deposits. The updated restrictions require business owners to make far larger payments, which puts a strain on their finances and can jeopardize Karz's ability to continue operating on Tmall.
Cause of the Problem
a. Increased Financial Burden:
Policy Change: Tmall implemented new rules that drastically increased the required cash deposit and annual service cost. The cash deposit was RMB10,000 before the new policy, but depending on the type of store, it might now be RMB100,000 or RMB150,000 annually. Additionally, the annual service charge has been raised to RMB30,000 or RMB60,000.
Urgent Payment Requirement: Due to their obligation to pay these taxes in full before the end of the year, shop owners will now face urgent financial hardship . b. Operational and Strategic Concerns:
Resource Allocation: Karz has to reallocate financial resources that were intended to be used for marketing and operational enhancements due to the increased fees. The aforementioned reallocations could yield immediate benefits for business growth and customer acquisition endeavors.
Loss of Preferential Treatment: As a result of the revised policies, Karz will no longer benefit from some of the features that first lured them to Tmall, such as preferential placement in search results.
Proof of Diagnosis a. Financial Strain:
Eric Chen and the Karz management team, in particular, have voiced concerns about the store's ability to survive the financial burden caused by the new policy.
Increasing fees and deposits could lead to cash flow issues and a significant decline in the store's current assets.
b. Management Commentary:
Eric Chen emphasized the challenges that small and medium-sized enterprises (SMEs), like Karz, face as a result of the revised policy. He made the point that while some businesses might be able to absorb the higher costs without having a detrimental effect on their operations, many others—especially those accustomed to lower rates—could find it difficult to absorb the additional financial burde.
c. Strategic Reevaluation:
The management team is considering relocating Karz to other e-commerce platforms such as Amazon.cn, Shop.QQ, or Taobao Marketplace. This strategic move aims to mitigate the negative effects of Tmall's increased expenses.
Conclusion
Tmall's abrupt policy change has significantly increased operating costs, posing a serious threat to Karz. Due to the severe financial hardship this has caused, the management team has been forced to reconsider its strategic position on Tmall. The increased costs and deposits, in addition to the prompt payment requirements, have put Karz in an unmanageable financial bind. They are therefore aggressively looking into other e-commerce platforms in an effort to increase their operational and financial stability.
Reference: https://www.alizila.com/tmall-delays-new-fees-creates-consumer-fund/
https://www.nasdaq.com/articles/alibaba-reduces-costs-for-merchants-on-tmall-and- taobao-2021-04-19
https://www.octoplusmedia.com/tmall-taobao-marketing-china-ecommerce-b2c/
2. In order to address the operational and financial challenges resulting from Tmall's recent policy changes, Karls has a few options. Here are the main options:
Decision Options for Karz
a. Remain on Tmall and Comply with New Policies
Advantages:
1. Continues to benefit from Tmall’s large customer base and traffic.
2. Maintains established customer relationships and brand presence on a leading platform.
Disadvantages:
1. Significant financial burden due to increased fees and deposits.
2. Potential cash flow issues that could impact other areas of the business.
Action Steps:
1. Secure additional funding or loans to cover the increased costs.
2. Optimize operations to reduce other expenses and increase efficiency.
3. Intensify marketing efforts to boost sales and offset the higher fees.
b. Move to Another E-commerce Platform
Potential Platforms:
1. Taobao Marketplace: Lower fees, similar user base as Tmall.
2. Shop.QQ.com: Backed by Tencent, potentially lower costs.
3. Amazon.cn: International exposure, potentially different fee structure.
Advantages:
1. Potentially lower costs and more favorable terms.
2. Opportunity to establish a presence on multiple platforms, diversifying risk.
Disadvantages:
1. Loss of current customer base and brand recognition on Tmall.
2. Initial costs and effort required to set up and market on a new platform.
Action Steps:
1. Conduct a thorough analysis of fee structures and user demographics on alternative platforms.
2. Develop a transition plan to minimize disruption.
3. Invest in marketing to build brand awareness on the new platform.
c. Negotiate with Tmall for Better Terms
Advantages:
1. Potential to reduce costs without leaving the platform.
2. Maintains existing customer base and operations continuity.
Disadvantages:
1. Negotiations may not be successful, and time spent could delay other decisions.
Action Steps:
1. Prepare a compelling case highlighting Karz’s contributions and potential impact of leaving.
2. Engage with Tmall’s customer service and management to discuss possible concessions or phased fee increases.
d. Enhance Revenue Streams and Reduce Costs
Advantages:
1. Strengthens the business's financial position to handle increased costs.
2. Long-term benefits through improved operational efficiency.
Disadvantages:
1. May require upfront investment and time to see results.
Action Steps:
1. Increase product diversity to appeal to a larger spectrum of consumers.
2. Improve supplier terms and inventory management to bring about operational efficiencies.
3. Boost marketing campaigns to increase revenue.
e. Seek External Investment or Partnerships
Advantages:
1. Provides quick financial assistance to cover increased costs.
2. The chance to enlist strategic partners who can provide knowledge in addition to material resources.
Disadvantages:
1. potential drawback is the loss of an ownership stake or the opportunity to split profits with investors.
2. It takes a lot of time and work to get partnerships or investments.
Action Steps:
1. Create a business plan and pitch to draw in possible financiers.
2. Find business associates who would gain from working with Karz.
3. Look at alternate funding sources like crowdsourcing.
f. Evaluate the Potential for a Hybrid Approach
Advantages:
1. Preserves a balanced strategy by utilizing Tmall's advantages while investigating novel market prospects.
2. Improves business resiliency by reducing dependency on a single platform.
Disadvantages:
1. Needs careful resource management to avoid going overboard.
Action Steps:
1. Continue running Tmall while progressively branching out to another platform.
2. To inform upcoming strategic choices, track performance and compile user input from both platforms.
Conclusion
Karz must evaluate the benefits and drawbacks of each choice while taking their financial status, long-term company objectives, and market conditions into account. To effectively handle the hurdles presented by Tmall's new policies, a thorough analysis and strategic planning would be essential.
Reference:https://www.bright.global/en/blog/7-key-considerations-for-choosing-the- right-e-commerce-platform
https://www.bigcommerce.com/blog/selecting-ecommerce-platform/
3. Evaluation of Decision Options for Karz
a. Continue using Tmall and abide by the new policies
Pros:
1. Advantages of Tmall's large customer base.
2. Preserves established relationships and brand awareness.
Cons:
1. High financial burden.
2. Possible problems with cash flow.
Feasibility: Without considerable financial reorganization, high costs might not be maintainable.
b. Switch to a Different E-Commerce Platform
Pros:
1. Possibly reduced expenses.
2. Spreads out the danger.
Cons:
1. Loss of present clientele.
2. Initial setup and marketing costs.
Feasibility: Requires thorough research and a solid transition plan, but can be a viable long-term solution.
c. Negotiate with Tmall for Better Terms
Pros:
1. Potential cost reduction without leaving Tmall.
2. Maintains continuity.
Cons:
1. Uncertain outcome.
2. Time-consuming.
Feasibility: Negotiations could be challenging, but worth attempting as a complementary strategy.
d. Enhance Revenue Streams and Reduce Costs
Pros:
1. Strengthens financial position.
2. Long-term benefits.
Cons:
1. Requires upfront investment.
2. Time to see results.
Feasibility: Feasible but needs a robust implementation plan and may not provide immediate relief.
e. Seek External Investment or Partnerships
Pros:
1. Immediate financial relief.
2. Potential strategic benefits.
Cons:
1. Dilution of ownership.
2. Time-consuming.
Feasibility: Feasible if Karz can attract investors or partners quickly.
f. Evaluate the Potential for a Hybrid Approach
Pros:
1. Balances benefits and risks.
2. Reduces dependency on one platform.
Cons:
1. Resource-intensive.
Feasibility: Requires careful management but can be a strategic way to transition smoothly.
Recommendation
Recommendation: Pursue a Hybrid Approach with an Emphasis on Moving to Another Platform
a. Based on the evaluation, the hybrid approach, focusing on moving to another platform while maintaining a presence on Tmall, appears to be the most balanced and strategic option. Here’s why:
b. Risk Diversification: By establishing a presence on an other platform, like Taobao Marketplace or Shop.QQ, Karz can mitigate the risk resulting from Tmall's rising costs.
c. Financial Relief: Lower costs on alternative platforms could ease the financial burden.
d. Customer Growth and Retention: Maintaining Tmall operations during the transition helps to gradually increase the number of new customers on the replacement platform while also helping to keep current users.
e. Operational Continuity: This tactic helps Karz run more smoothly by averting an unexpected disruption in operations.
Action Plan
a. Market research: Carefully study rival platforms to find out about pricing schemes, user profiles, and prospective market size.
b. Transition Planning: Make a comprehensive plan that details how to advertise and set up shop on the new platform. Include protocols for inventory management, marketing strategies, and customer service.
c. Bargaining: As a fallback, try to arrange better terms with Tmall throughout the transfer planning phase.
d. Allocation of Resources: Take charge of overseeing the transition to the new platform and allocate both financial and human resources to maintain Tmall's operations.
e. Monitoring and Adjustment: Always keep an eye on the success of both platforms, and be prepared to make changes to your plans in response to customer feedback and sales data.
When Karz thoroughly considers the pros and cons of switching to a new platform vs continuing to be active on Tmall, it can manage its financial strains and position itself for the long run.
Reference:https://typeset.io/questions/what-are-the-key-factors-to-consider-when- making-a-decision-1eoqutirkh#:~:text=When%20making%20a%20decision%2C%20it,in
%20the%20decision%2Dmaking%20process%20.
https://www.researchgate.net/publication/311758724_Toward_an_E- orientation_platform_Using_hybrid_recommendation_systems
Part 3. Discussion essay:
Digital Business Branding Plan for Karz
To create a strong online presence and seamlessly transition to other e-commerce platforms, Karz needs a comprehensive branding strategy that leverages a range of digital media channels. Using a range of media, the goals of this plan should be to raise brand awareness, attract and retain customers, and boost sales.
Key Types of Digital Media Channels and Strategies 1. Social Media Marketing
Platforms: WeChat, Weibo, Instagram, and Facebook.
Strategy:
a. Information Creation: Offer engaging and visually appealing information that showcases new additions, gives style guidance, and gives behind-the-scenes looks at the design process.
b. Influencer Partnerships: Collaborate with bloggers and fashion influencers to grow your following and build credibility.
c. Customer interaction: Interact with clients on social media, respond to their queries, and get their feedback. Plan live events and Q&A sessions to foster a sense of community.
d. Targeted Advertising: Use sponsored social media advertising that target specific demographics, interests, and behaviors in order to increase traffic to the new e- commerce site.
2. Content Marketing
Platforms: Company blog, Medium, fashion forums.
Strategy:
a. Blog Posts: Compose outstanding blog posts discussing fashion trends, style advice, and eco-friendly clothing methods. These posts need to be SEO- optimized in order to receive organic traffic.
b. Guest articles: Write guest posts for reputable online magazines and fashion websites to increase visibility and reputation.
c. Video Content: Produce and distribute fashion lookbooks and tutorials via YouTube and other video-sharing platform.
3. Email Marketing
Platforms: Email newsletters and automated email campaigns.
Strategy:
a. Subscriber List: Establish and manage an e-mail list to provide tailored communications to different customer segments.
b. Tailored Campaigns: Distribute tailored emails with info about forthcoming events and promotions, product recommendations, and exclusive offers.
c. Automated Workflows: Establish automated welcome sequences, follow-up emails following transactions, and cart abandonment reminders.
4. Search Engine Optimization (SEO)
Platforms: Company website and e-commerce platform listings.
Strategy:
a. Carry out keyword research to identify and target relevant terms that potential customers use.
b. On-Page SEO: To improve blog posts, product descriptions, and other website content, employ targeted keywords.
c. Link Building: To improve your website's search engine rankings, develop a backlink strategy that includes guest posting and working with other websites.
d. Technical SEO: Verify that the website has a secure connection, loads rapidly, and is optimized for mobile devices.
5. Pay-Per-Click (PPC) Advertising
Platforms: Google Ads, Baidu Ads, and social media ad platforms.
Strategy:
a. Tailored Campaigns: Develop tailored ad campaigns based on browsing behavior, interests, and demographics to drive qualified traffic to the website and e-commerce platforms.
b. Retargeting: Reach out to visitors to your website who have already visited but have not made a purchase by using retargeting adverts.
c. A/B Testing: Regularly test landing pages, images, and ad copy to maximize ROI and optimize performance.
6. Influencer and Affiliate Marketing
Platforms: Influencer blogs, YouTube channels, and affiliate networks.
Strategy:
a. Influencer Partnerships: Find influencers whose following aligns with Karz's target audience and collaborate with them. Give them coupons and exclusive merchandise so they may promote it on their networks.
b. Affiliate Programs: Establish an affiliate program that enables bloggers and content creators to get compensated for referring clients who buy products through their links.
c. Co-creation of Content: Produce lookbooks and fashion challenges in collaboration with influencers to leverage their reach and creativity.
Implementation Plan
1. Brand Identity: Summarize Karz's unique value proposition and voice. Ensure consistency across all digital media channels.
2. Content Calendar: Make a content calendar in order to plan and arrange collaborations, campaigns, and pieces in advance.
3. Analytics and Adjustments: Use analytics tools to track performance across all channels. Determine what's working and make the necessary adjustments by often analyzing data.
4. Loop for customer input: In order to improve the branding strategy and customer experience over time, actively seek out and consider feedback from customers.
Conclusion
Through the use of these six crucial digital media channels, Karz can create a unified and potent branding strategy that increases visibility, engages customers, and propels growth across several e-commerce platforms. With this comprehensive plan, Karz will be able to establish a solid online presence, effectively navigate the challenges posed by Tmall's policy changes, and ensure sustained success in the fiercely competitive fashion industry.
Reference: https://www.smartinsights.com/online-brand-strategy/brand-positioning/digital- brand-development/
https://24slides.com/presentbetter/ensuring-brand-consistency-how-to-make-a-successful- brand-implementation-strategy
Part 4. Short answer questions 1. SMART Goals for Karz
Karz needs to set attainable, doable goals in order to overcome the obstacles presented by Tmall's new policies and build a significant presence on other e- commerce platforms. These objectives are made sure to be Specific, Measurable, Achievable, Relevant, and Time-bound by the SMART framework.
a. Increase Online Sales by 30% in the Next 12 Months
Particular: Raise the overall amount of money made from online sales on Tmall and the new e-commerce platform.
Measurable: Monitor monthly sales information to gauge success in achieving the 30% rise.
Achievable: To draw in more clients and increase conversion rates, execute focused marketing initiatives, enhance SEO, and enhance the user experience on the new platform.
Relevant: Increasing sales is directly linked to Karz’s overall business objective of growth and financial stability.
Time-bound: Achieve this goal within the next 12 months.
b. Establish a Presence on a New E-commerce Platform within 3 Months
Specific: Launch Karz’s online store on an alternative e-commerce platform (e.g., Taobao Marketplace or Shop.QQ).
Measurable: Complete all necessary steps including registration, setting up the online store, listing products, and launching marketing campaigns.
Achievable: Allocate necessary resources and assign a dedicated team to manage the setup process.
Relevant: Diversifying e-commerce presence helps mitigate risks associated with Tmall’s increased fees.
Time-bound: Complete the establishment and launch within 3 months.
c. Increase Social Media Followers by 50% in 6 Months
Specific: Grow Karz’s followers on key social media platforms such as WeChat, Weibo, Instagram, and Facebook.
Measurable: Track the number of followers on each platform monthly.
Achievable: Use a combination of engaging content, influencer partnerships, and targeted ads to attract new followers.
Relevant: A larger social media following can drive more traffic to the e- commerce platforms and increase brand visibility.
Time-bound: Achieve this growth within the next 6 months.
d. Achieve a Customer Satisfaction Rating of 90% or Higher
Specific: Ensure that customer satisfaction ratings, as measured by post- purchase surveys and feedback, reach 90% or higher.
Measurable: Monitor customer satisfaction scores through surveys, reviews, and feedback forms.
Achievable: Improve customer service, streamline the purchase process, and address customer feedback promptly.
Relevant: High customer satisfaction is critical for repeat business and positive word-of-mouth.
Time-bound: Maintain this rating consistently within the next 12 months.
e. Launch a Monthly Email Newsletter by the End of the Next Quarter
Specific: Create and distribute a monthly email newsletter to engage with customers and promote new products and offers.
Measurable: Keep tabs on each newsletter's open, click-through, and conversion rates.
Achievable: Create a content calendar and automate the procedure with email marketing solutions.
Pertinent: Consistent email correspondence fosters consumer loyalty and encourages recurring business.
Time-bound: The first newsletter must be released by the end of the upcoming quarter.
f. Within nine months, cut operational costs by 15%
Particular: Find and apply cost-cutting strategies to supply chain, marketing, and inventory management.
Measurable: Determine the percentage decrease by tracking monthly operating expenses.
Achievable: Perform a thorough investigation to find inefficiencies and bargain with suppliers for more favorable prices.
Significance: Lower expenses will enhance the company's total earnings and fiscal well-being.
Time-bound: Within nine months, accomplish this decrease.
Conclusion
Karz may follow this clear road map of SMART goals to make sure the organization stays focused on accomplishing measurable business objectives. Karz can effectively handle present problems and position itself for sustainable growth and success by creating goals that are explicit, quantifiable, realistic, relevant, and time-bound.
Reference: https://blog.hootsuite.com/smart-social-media-goals/
2. In order to track and evaluate the SMART goals in an efficient manner, Karz must choose and keep an eye on the appropriate Instagram performance measures. Here are the key metrics aligned with each SMART goal:
a. Increase Online Sales by 30% in the Next 12 Months
Click-Through Rate (CTR): Measure the percentage of users who click on the links in Karz’s Instagram bio, posts, and stories that lead to the e-commerce site.
Conversion Rate: Track the percentage of users who make a purchase after visiting the e-commerce site via Instagram.
Instagram Shopping Insights: Monitor the performance of shoppable posts and stories, including product views, clicks, and purchases.
Referral Traffic: Use Google Analytics to track the amount of traffic to the e- commerce site that comes from Instagram.
b. Establish a Presence on a New E-commerce Platform within 3 Months
Profile Visits: Track the number of visits to Karz’s Instagram profile, indicating interest in learning more about the brand and potentially visiting the new e- commerce platform.
Website Clicks: Measure the number of clicks on the website link in Karz’s Instagram bio, which should include the new e-commerce platform URL once it’s live.
Follower Growth Rate: Monitor the increase in followers as Karz promotes the launch of its new platform.
c. Increase Social Media Followers by 50% in 6 Months
Follower Count: Track the total number of followers and the growth rate over time.
Engagement Rate: Measure likes, comments, shares, and saves to assess the quality of interactions with the audience.
Reach and Impressions: Track the number of unique users who see Karz’s posts (reach) and the total number of times posts are viewed (impressions).
d. Achieve a Customer Satisfaction Rating of 90% or Higher
Customer Feedback: Monitor comments, direct messages, and reviews on Instagram to gauge customer satisfaction and address issues promptly.
Sentiment Analysis: Use social listening tools to analyze the overall sentiment of comments and mentions related to Karz’s brand on Instagram.
Response Time: Track the time taken to respond to customer inquiries and issues on Instagram to ensure prompt customer service.
e. Launch a Monthly Email Newsletter by the End of the Next Quarter
Email Sign-Ups from Instagram: Track the number of users who sign up for the newsletter via links and call-to-actions on Instagram posts, stories, and bio.
Campaign Tracking: Use UTM parameters to track how many users visit the newsletter sign-up page from Instagram.
Story Swipe-Ups and Link Clicks: Measure the number of swipe-ups on stories and link clicks in posts that promote the email newsletter.
f. Within nine months, cut operational costs by 15%
Ad Spend Efficiency: Keep an eye on Instagram advertisements' return on ad spend (ROAS) to make sure they're economical and help cut down on total marketing costs.
Cost Per Click (CPC): To control and maximize advertising budgets, keep track of the price of each click on Instagram ads.
Influencer Marketing Return on Investment: Monitor sales and engagement from influencer campaigns to assess the success and financial sustainability of influencer partnerships.
Implementation Plan
1. Establish Monitoring Programs: Utilize Google Analytics, Instagram Insights, and outside applications such as Sprout Social, Hootsuite, or Buffer to monitor and assess these metrics.
2. Establish Baselines and Targets: For each key performance indicator (KPI), establish exact targets that are consistent with the SMART goals.
3. Regular Reporting: Establish a weekly or monthly reporting schedule to keep an eye on and assess the performance metrics.
4. Ad campaigns, content initiatives, and customer engagement tactics should all be adjusted in light of data-driven insights to ensure that the SMART goals are met.
By focusing on specific Instagram performance measures, Karz can increase its online visibility, promote business expansion, and monitor its progress toward its SMART goals.
Reference:https://agencyanalytics.com/blog/instagram-metrics-to-measure-success
https://fastercapital.com/content/Instagram-Analytics--How-to-Track-and-Measure-Your- Instagram-Performance-with-Data.html
https://www.linkedin.com/advice/3/youre-struggling-track-social-media-metrics-how-can- 3f1vc
3. Instagram Performance Metrics Explained a. Click-Through Rate (CTR)
Definition: The proportion of users that follow the links in Karz's stories, posts, and Instagram bio.
Significance: Click-through rate (CTR) reveals how engaging and pertinent the content is, encouraging people to visit the e-commerce website and take action.
A higher CTR suggests effective call-to-actions and engaging content.
b. Conversion Rate
Definition: The percentage of users who make a purchase after visiting the e- commerce site via Instagram.
Importance: Conversion rate measures the effectiveness of Instagram in driving sales. It shows how well the Instagram audience is being converted into paying customers.
c. Instagram Shopping Insights
Definition: Metrics related to shoppable posts and stories, including product views, clicks, and purchases.
Significance: These data shed light on the products that Instagram users find appealing and the efficiency with which shoppable posts generate revenue.
d. Referral Traffic
Definition: The amount of traffic to the e-commerce site that comes from Instagram, tracked using tools like Google Analytics.
Importance: Referral traffic shows how many visitors are being driven to the site from Instagram, highlighting the platform’s role in overall web traffic generation.
e. Profile Visits
Definition: The number of visits to Karz’s Instagram profile.
Importance: Profile visits indicate interest in the brand and are a precursor to exploring more about Karz, including visiting the e-commerce platform linked in the bio.
f. Website Clicks
Definition: The number of clicks on the website link in Karz’s Instagram bio.
Importance: Website clicks reflect how effective the Instagram profile is in driving traffic to the e-commerce site, important for generating potential sales.
g. Follower Growth Rate
Definition: The rate at which Karz’s Instagram followers increase over a specific period.
Importance: Follower growth rate indicates the success of content and engagement strategies in attracting new followers, crucial for expanding the audience base.
h. Engagement Rate
Definition: The sum of likes, comments, shares, and saves divided by the total number of followers, often expressed as a percentage.
Importance: Engagement rate measures how actively followers are interacting with Karz’s content. Higher engagement suggests a strong connection with the audience and content resonance.
i. Reach and Impressions
Definition:
Reach: The number of unique users who see Karz’s posts.
Impressions: The total number of times Karz’s posts are viewed.
Importance: Reach indicates the size of the audience seeing the content, while impressions show how often the content is being seen. Both metrics help understand content visibility and frequency.
j. Customer Feedback
Definition: Comments, direct messages, and reviews on Instagram.
Importance: Customer feedback provides insights into customer satisfaction, preferences, and issues, allowing Karz to improve its products and services.
k. Sentiment Analysis
Definition: The analysis of the overall sentiment (positive, neutral, negative) of comments and mentions related to Karz on Instagram.
Importance: Sentiment analysis helps gauge the brand’s reputation and customer feelings, essential for maintaining a positive brand image.
l. Response Time
Definition: The time taken to respond to customer inquiries and issues on Instagram.
Importance: Fast response times enhance customer satisfaction and show that Karz values customer interactions and support.
m. Email Sign-Ups from Instagram
Definition: The number of users who sign up for the newsletter via Instagram links and call-to-actions.
Importance: This metric tracks the effectiveness of Instagram in growing the email subscriber list, crucial for direct marketing efforts.
n. Campaign Tracking
Definition: Tracking how many users visit the newsletter sign-up page from Instagram, using UTM parameters.
Importance: Helps measure the success of Instagram campaigns in driving traffic to the sign-up page and expanding the email list.
o. Story Swipe-Ups and Link Clicks
Definition: The number of swipe-ups on stories and link clicks in posts promoting the email newsletter.
Importance: Indicates how effective stories and posts are in encouraging users to engage with the newsletter sign-up call-to-action.
p. Ad Spend Efficiency (ROAS)
Definition: Return on Ad Spend, calculated by dividing the revenue generated from Instagram ads by the amount spent on those ads.
Importance: Measures the cost-effectiveness of Instagram advertising campaigns, ensuring that ad spend is generating sufficient revenue.
q. Cost Per Click (CPC)
Definition: The cost incurred for each click on Instagram ads.
Importance: Lower CPC indicates more cost-efficient ads, allowing Karz to maximize the impact of its advertising budget.
r. Influencer Marketing ROI
Definition: The return on investment from influencer partnerships, measured by engagement and sales generated from influencer campaigns.
Importance: Evaluates the effectiveness and cost-efficiency of influencer collaborations in driving brand awareness and sales.
Implementation of Metrics
1. To effectively use these metrics, Karz should:
2. Set Up Tracking: Use Instagram Insights, Google Analytics, and third-party tools to monitor these metrics.
3. Regular Analysis: Analyze the data regularly (weekly or monthly) to track progress toward SMART goals.
4. Adjust Strategies: Make data-driven adjustments to content, ads, and engagement practices based on metric performance.
5. Report Results: Create detailed reports to review with the marketing team and stakeholders, ensuring everyone is aligned on progress and strategy.
By focusing on these performance metrics, Karz can optimize its Instagram strategy to achieve its SMART goals, driving growth and success in the competitive fashion e- commerce market.
Reference:https://agencyanalytics.com/kpi-definitions/click-through-rate-ctr https://www.shopify.com/id/blog/social-media-metrics
https://later.com/social-media-glossary/ctr/
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Signature, Sheiren Mursalin
12 Mei 2024