What Is Marketing Efficiency?
For most companies, businesses, teams, and departments, efficiency is considered one of the top goals. Efficiency means that the ratio of work to output is low. When we’re talking about marketing efficiency, this means that the marketing team’s efforts are streamlined so that they are producing the maximum return for minimal cost, both in terms of budget and resources. In short, marketing efficiency focuses on reducing marketing costs without reducing output or results.
The most important element when endeavoring to measure marketing efficiency or effectiveness is the right marketing analytics tools. Marketers need to be able to get into the granular details of their customers’ behaviors, purchasing histories, and website traffic. The right marketing software can also help marketers see where their budgets and efforts are paying off, so they can adjust the marketing strategy, spend more across those channels, and maximize marketing ROI in the future.
How to measure marketing efficiency?
Marketing efficiency can be measured in a number of ways, including by calculating some or all of the following metrics:
- Cost per action: Measuring cost per action (or cost per acquisition) can help marketing departments understand how much their marketing efforts cost. If a marketing campaign results in a lower CPA than another, they can work to determine the reasons for the difference.
- Click-throughs: Click-throughs offer a way for marketing departments to understand how well their messaging is resonating with viewers.
- Visitor engagement: Tracking visitor engagement can show marketers which website content or messaging is most successful, so they can replicate this language in other places to improve efficiency.
- Conversions: Conversions are one of the simplest ways to get an understanding of whether marketing activities are efficiently resulting in sales.
Difference between marketing efficiency and marketing effectiveness
However, it is important to note that marketing efficiency should be measured alongside marketing effectiveness. Marketing effectiveness refers to measuring how much the marketing activities succeed in bringing in revenue to the company. When viewed together, marketing efficiency and effectiveness can be a good determination of the overall success of your marketing activities.
When measuring marketing effectiveness, you’ll need to look at some or all of the following metrics:
- Lifetime value: A customer’s lifetime value is one of the best metrics to measure marketing effectiveness because it’s a good reflection of a customer’s continued loyalty to your products.
- Audience share: Measuring your company’s audience share against competitors’ can be a good way to understand whether your marketing activities are resulting in customers choosing your brand over others.
- Customer retention: Effective marketing campaigns result in customers who continue to choose your products over your competitors in the long term.
Measuring efficiency and effectiveness in tandem can ensure that a marketing department is both reducing costs where possible and increasing marketing activities that bring in more revenue. In short, this approach means that the marketing team will be doing more of what’s working and less of what’s not.