Free Sports marketing: A winning solution for companies to offer better visibility and thus increase their performance and fight against the crisis? Dissertation Example
PART 3: A Winning Solution for Better Sports Marketing
Economic recessions do have an impact on the business marketing strategies and have also received significant attention in research. These contributions from research have been limited considering marketing for sports and other similar business emerging in the industry. The act of marketing involves more science than creativity in advertising. The amount of research granted to marketing plays a significant role in the analysis of the distribution channels, price points, and the creation of appropriate brand strategies. The use of given objectives to measure the performance of a given strategy of marketing plays a significant role in tracking the right efforts placed in identifying sale opportunities.
There are many key performance indicators in the field of marketing. With regards to sports marketing, an estimated third of the entire population of marketers have been led to believe in the importance of marketing plans, paying more attention to the marketer’s confidence indices. The reason behind all this could be that most organizations have lacked a crucial robust performance indicator that can accurately measure the performance of given strategies against the primary objectives.
For various organizations, the entire process of data measurement enables fulfillment without analyzing the depth to which particular goals have been met. It ought to be noted that the correct use of key performance indicators is highly significant in the creation of a company’s strategy hence the creation of actionable tools from the data generated to elevate the company above fellow competitors. All the key performance indicators should be aligned with the overall business objective. Among the most valuable audience indicators rely on the manipulation of the websites used in marketing. For sporting companies. The key lays in the performance of the sites. The audience reports after that offer all forms of visible information that relates to the visitors of the sites.
Demographics are also valuable in the analysis of the performance of given marketing strategies. Here, the updates of the gender, age, and specific interests of people who have visited the site can be evaluated hence better improvements made. Demographics also play a significant role in the targeting strategies used in marketing. Interests deliver the right form of information regarding the preferences of diverse individuals, and changes can be made regarding the services and products of interests.
Location of the audience members, is another part and parcel of demographics in that languages are set right according to the location of the audience. More so, traffic location is used to provide further insights into the origin of the traffic as well as the areas more likely to deliver leads. This strategy plays an essential role in evaluation in that the marketing efforts of driving traffic from all right regions are optimized according to the audience. Location can also be used to single out potential areas that are worth investing upon thereby becoming a helpful tool to the publishers in need of content creation for their sites. Analyzing how much given populations are engaged to the website has to included detailed categories of reports that compare the total numbers of the returning visitors, their frequency of visiting the sites, and the amount of time directly spent going through the website. These measurements can also be linked with the total number of pages they have been. The analytics are then used in the comparison of the new and returning visitors hence obtaining a more accurate measurement of the effectiveness of a given strategy. Consequently, the frequency of the visitors can also be compared to the recency of the visitors thereby enabling the analytics to determine to interest levels of the website users. This strategy is vital in marketing sports due to their likelihood of having a blog section and constant online publishes.
The engagement of the crowd also creates a crucial metric which can prove to be an indicator of the health of the entire site and its contents. Visitors are required to stay and click on the website which means that the longer the duration of the sites visits, the higher the interest levels of the visitors. This factor creates an opportunity to convert the new entrants as well as the old in a case where the company prefers to change its service of products offered.
Bounce rates are also a part of audience indicators because these rates offer a percentage of the individuals who frequently visit the website but do not stay on it long enough. Seemingly, a higher bounce rate does not indicate the success of a given company. It provides that analytics with a clear image of the engagement levels of the visitors after viewing multiple pages. The marketer is then required to analyze and evaluate the reasons why these visitors are leaving. In the case of sports marketing, the main issue could rely on a lack of searching facility or a slow site speed. User-friendliness is also likely to affect the bounce rate of a given website. However, researchers have noted that clicks usually are not the ideal metric tools. They may be easy to track although remain an industrial standard despite their appearance in all campaigns. The bounce rates are known to vary between all the industries which means that it is hard to determine the necessary adjustments considering sports marketing.
The use of technology can also be used in the provision of accurate information regarding the browsing systems of the website visitors. Such information is very crucial because it is meant to ensure that the website is up to its optimal use in all kinds of browsers and operating systems. The technology reports are then used in the identification of the issues likely to affect the effectiveness of the site. For instance, a higher bounce rate from a given browser indicates compatibility problems which can be used to determine the need for extension creations to solve this issue. It is also a recommendable strategy that a check on the appearance of the website on all the standard browsers is made in the event of changes made to the website.
Mobile friendly websites and other responsive sites have fast overtaken desktop browsing in the recent past years. Keeping a keen eye on the mobile reports is, therefore, another tool used for evaluating audience indicators. A report breakdown on the mobile devices and types utilized by the site visitors can be used in the generation of traffic. The mobile platforms are therefore required to be mobile friendly. While marketing sports, there are bad experiences that have led to a loss of traffic and thus sales revenue. This factor alongside poor site engine rankings has led to low sales in many sporting companies. Mobile data should be used int eh identification of potential issues while viewing from given devices. Optimization then leads to the improvement of the experiences based on the preferences of the audiences.
The user flow is another representation of a visual roadmap of the websites used in marketing. The flow, in this case, is used in outlining the paths taken through the site. This flow includes the starting pages that are first approached by the visitors up to the time they decide to leave. The drop-down menus also include demographics on the preferred languages and location of the site visitors. For most cases, the flow can be used in the generation of links within the entire platform. Given sections that the visitors have exited are determined along with the pages that have led visitors to view particular pages.
Another method by which measurements are used to improve on marketing has to do with crowd surfing. This measure ensures that only significant data is used to drive the continuous improvements of the visitor’s experiences. Such an audience metric provides a regular update on the analysis meaning that the company can explore the performance of the website.
The measurement of exposure indicators in marketing has more to do with the content of the users. Once the visitors view the contents of the website, exposure is counted. This measurement is necessary for all business since new products and campaigns require the determination of potential audiences. Among the methods by which exposure is measured is the use of advertising strategies. The search engines, social media networks, and other platforms are regulated according to the number of times a given advertisement appears. The search engines contain an exposure index that evaluates the number of times a given content in the search engines appears when typed by potential visitors. Consequently, social media network exposure measurements are made on the count of the number of times the pages, content are viewed by social media users.
There are landing pages that ensure exposure measurements from the number of times the users view the landing pages. Emails, on the other hand, are used in exposure measurements based on the number of times the site visitors access the content. The number of opened emails is also included here.
Click ratios are also used to measure the number of visits to the websites in comparison to the number of times given content is viewed. Once a visitor clicks on the content of a page, a count is made as a click. Moreover, this factor creates indicators on the importance of given material. Attractivity is then based on the interest generated on the pages to increase the number of clicks. There are search engines in such case where the ratio is used to measure the number of times users have clicked against the number of times the contents of the page have appeared on the search menu. About advertising, ratios are made based on the number of clicks and views made. As of the emails, the opening rate is used to measure the times that users clicked on to open a given mail against the number of subscriptions made. Click on the link ratios are also produced as a measure click number against the number of times the mail is viewed.
Conversions are also measured in exposure indicators. In this measurement, the actions required for the clients to undertake on the websites are measured. For instance, in sports marketing, the company may prefer that the site visitor purchases a given ticket to a tournament. The cases where the clients bought tickets after clicking on the site are counted. Those who landed on the pages and subscribed to emails and failed to purchase the tickets are also counted as well as those who failed to sign up for email updates. After their conversion, one has to figure out the ratio of conversion based on the mentioned counts. These ratios play a significant role in supporting conversion because the potential number of sales can be generated for the success of a company.
A return on investments is another method by which exposure is measured because it measures that ratios of return on the investments made. Such calculations are performed based on the net income invested referring to the results of investments subtracted from the expense due to the initial investment. Investments are deemed to have been good if the return on investment ratio is greater than zero. Similarly, if the return on investments ratios is less than zero, then the investments were not worthwhile.
Bounce rates are also used in the measurements of exposure. In such a case, the number of visitors who clicked but abandoned a given website page is compared to the number of new users who have entered the site. A higher bounce rate is regarded to be a negative sign of exposure levels. In the bounce rate analysis, the landing page and conversion ratios are combined to assist in fixing issues with exposure. Moreover, there are special deals that the visitors are offered to enable them not to go through the entire website while looking for particular pages of interest. Higher abandonment rates in sites that market sports are often sounding alarms that specific aspects require fixing.
The involvement and engagement measures are also made on the levels at which the target audiences are involved with publications of the business. Such an index is made possible on the social media networks and measured by the number of likes, comments, and shares of given posts reflected in depth on a marketing website.
The number of returning users is used in the measurement of exposure in that the number of users who opt to respond to a given site are counted. This factor is critical since such an indicator arrays the relevance of the site as well as the methods by which the site users want to re-engage with a given company. Consequently, the number of new users measures the visibility of the website and marketers can understand the reasons why given sites attract more users in comparison to others.
The time spent on the website is also used in exposure measurement, and this index allows the marketer to create more exciting content for the users and their involvement with the business. More so, a number of the pages used by each user is measured according to views, and this measurement relies on the relevance of the content of the page which makes up the attractiveness of the website to the visitors.
The image of a given brand is considered as a critical part of marketing for sports hence large sums of money are used in the development and measurement of a corporate image. The brand perception has a significant impact on the purchasing behavior of customers. Through psychology and memory literature, the ability to develop and test competition from other companies becomes a crucial aspect to consider. Indicators of image perceptions are formulated form the risks of confirmation biases which are more concerned with the quality of opinions regarding a given brand. The quantity of judgments also represents the devotion of given clients to the brand. There exists a benefit in obtaining more people to link a brand with a given attitude. For instance, if a client prefers to purchase sporting equipment from a brand such as Nike due to the belief that there is more quality in their equipment, it means that they are not affected by outside factors such as the preferences of other customers and are more likely to keep buying from their store. An image indicator, in this case, relies on the feedback from the clients who have experience purchasing from a given company. Therefore, more in-depth analysis on the perceptions formulated with a given brand enables marketers to build upon the positive aspects of perceptions to increase sales. There are various methods of ensuring that relationships are formed with brands which further draws a multivariate analysis of the techniques that ought to be used. Perceptual mapping in the case of sports marketing would ensure that desirable attributes of a given brand are well spread over their products in pursuit of higher sales. Some brand positionings offer better advantages in comparison to others although a cluster of given brand attributes is required in increasing the likeability of products to potential new customers.
Memorization and notoriety
In sports marketing, the advertising procedures used are quite diverse, and their complex effects arise as consequences of many variables. These variables include the actions taken by other competitors within the field as well as other related variables linked to sectors that are beyond control. The evaluation of advertising actions as well as the methods by which implementations are made have to involve new messages within a primary axis for improvements analysis. Purchasing behaviors are defined by complexities that are larger than the variables which mean that notoriety becomes a useful tool for products that are bought on impulse. In most cases, products belonging to well-known brands are more likely to be purchased under such mechanisms. The new companies can beat such competition although mass marketing can be used to reinforce and maintain brands in the minds of the consumers. For sports marketing, the launch of products is strained by creating awareness. At this point, the penetration of the brand in the market is measured to bring about more impact. Memorization and notoriety involve the measurement of some individuals who are fully aware of the brand and products offered. Recognition and recall influenced by behavior mechanisms have more to do with psychology which is used in advertising. Seemingly, other variables generate awareness of given brands in the market having to do with techniques and competition thereby formulating distinct consumption patterns.
Failure factors in sports marketing
Some of the elements found to lead to marketing failures have to do with the lack of understanding of the audience. The target audience offers a proper approach in marketing yet messages have been shot out to entire populations with hopes that the interested parties will concern themselves. Another reason for market failures has to do with clarity in goal definition and objectives of the accomplishments that the marketing strategy is aiming. Mediums have to be chosen wisely regardless of the actions undertaken by other competing companies. The needs of the audience also have to be considered in putting out a given product on the market. This factor means that the needs of the clients ought to be placed first as opposed to the targets of companies while attempting to advertise.
Is it going too far?
According to the sports marketing reports, revenue has been under the growth of a compounded rate of 4.5% in the current year (Fletcher 1). This rate is expected to grow as more brands are jumping into the sponsorship sector. Although various companies are new in the sports marketing discipline, the need to keep up with the current trends is critical in the avoidance of marketing failure. There are many social aspects of marketing that have created controversies due to a lack of sensitivity. As a brand, one would be required to steer on a favorable light in categories that have to do with race and sex. for instance, the creation of an auto-customization jersey in soccer programs has been well received meant to protect a given brand name from damage. Such mechanisms are put in place to block any form of negativity that could arise from content created on sites. Marketing is indeed needed in every business and it ought to be perceived as a necessary expense.
Fletcher, Heather. “SF Appworks | Win at Sports Marketing by Avoiding These Sponsorship Fails.” SF Appworks, 2015, http://www.sfappworks.com/win-at-sports-marketing-by-avoiding-these-sponsorship-fails/. Accessed 8 Aug 2018.
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