Campaign Impression Calculator

Use this Campaign Impression Calculator to determine your cost per impression across the following forms of communication: Email, E-Zine, Print, Website, Direct Mail, and Sponsorship. The “Summary Tab” will automatically calculate your results and the “Charts Tab” will help you communicate these results with key stakeholders.

Generate Leads with Webcasts

Providing on-demand webcasts to prospective customers is a rapidly growing demand generation strategy. Instead of having to call a salesperson at a potential vendor, your prospects can complete the research component of their buying process on their convenience. Evaluate your webcast requirements to determine if this tactic should be added to your marketing mix.

What is a Webcast?

The word webcast is derived from “web” and “broadcast”. Its use has varied since the early-mid 1990s as the nature of the medium came into public use. Webcasting is sending audio and/or video live over the Internet. In essence, webcasting can be thought of as broadcasting over the Internet.

What is the Business Case?

There are numerous reasons to start your webcasting program. From your customer/prospect’s perspective, webcasts can be viewed at their convenience, and allow for evaluation without having the start a ’sales cycle’ with a representative. Additionally, if you make your webcast transcripts searchable, your prospects can save time by zeroing in on the specific content they are interested in viewing.

From your organization’s perspective, webcasts: provide new leads (if you require visitors to sign-up for viewing); reduce costs related to tradeshows or events; allow for customized communications based on audience; and work for you 24/7.

Manage PR and Media with a Specialist

Fundamentally, the Media Specialist is responsible for media strategy and relations. Most Marketing Directors do not have the time to deal with journalists, create and place online/offline advertisements, or track and measure the results of campaigns. Use Demand Metric’s downloadable Media Specialist job description to formalize the role of media relations in your organization, and get a handle on this function.

Key Media Specialist Responsibilities:

• Develop Media Strategy - by analyzing various media channels and determining the right mix for your organization’s product/services, the Media Specialist is responsible for creating a comprehensive strategic media plan.
• Manage Media Budget - provide accountability for media spending including public relations campaigns, advertising, or other budget items.
• Measure Results - determine how each campaign will be measured and track and report on results to senior management and/or steering committee.
• Public Relations – select appropriate tools and systems for effective press release submission, distribution, and coverage by industry journalists.
• Maintain Knowledge - of current media trends, developments, best practices, tools, and procedures for implementing multi-channel campaigns.
• Market Targeting & Segmentation – analyze current customer base and potential market segments to create tailored communications.