Online Marketing

The choice of which marketing activities to undertake must be based on their return on investment: only those activities where the return is greater than the marketing expenses should be considered.

And Real TSP's incentivised approach to e-Commerce business – whereby we are rewarded with commission based on the revenue uplift from your online operation - ensures that we are totally – and constantly - focused on maximising the marketing ROI.

Real TSP's approach

We prepare a detailed forecast of the ROI for each individual marketing campaign, bringing together all available data and combining this with our long-standing experience.

Campaigns are ranked in order, starting with those that are forecast to deliver the greatest ROI and then implemented in decreasing order of their likely return. Activity ceases either when the allocated budget has been used or the minimum agreed upon ROI threshold is reached.

Underpinning our ROI-driven approach is the need to carefully balance short term activities (such as PPC) against longer term marketing requirements (including list building). And whilst some activities have a high ROI – including, for example, targeted newsletters – it is only possible to implement these once the database is large enough, which is likely to be later in the marketing calendar.

Forecast, measure, improve

Whenever possible, test campaigns are implemented so that the final choice of activity can be made based on results from hard data. All campaigns are tracked and reviewed against the forecast and refined, as necessary.

Constant efforts are made to enrich the list of customers with relevant data, and as this develops, the information is used to design future marketing campaigns based on browsing and purchase history, demographics and customer life cycle information, amongst other criteria.