Product category:
Integrated marketing
News Release from: Vertical Marketing | Subject: V-Matrix
Edited by the Marketingservicestalk Editorial
Team on 30 July 2007
V-Matrix analyses web-based camapigns
V-Matrix is a new proprietary reporting system from Vertical Marketing which delivers both ROI reports as well as quality reports on the effectiveness of all activities on an ongoing basis.
In today's competitive business climate, companies are increasingly faced with the challenges of communicating the differentiating features of their products or services from their competitors Compounding this is the drive to win new customers and retain existing ones
Consumers on the whole are faced with an ever-increasing barrage of advertising messages through the course of the day, on radio, television, in magazines and the papers.
With brand loyalty rapidly becoming a diminishing trend, how do companies ensure that their message is delivered to the audience in an effective and memorable manner while keeping to tight budgetary demands? A cost-effective answer to these challenges is to adopt an integrated marketing communications solution that encompasses the full spectrum of the marcomms mix.
By utilising elements from across the mix, companies are able to deliver a consistent, comprehensive and successful strategy.
Vertical Marketing Communications in Wimborne, Dorset, believes that integrated marketing communications is essential in order to succeed in today's business environment and has built its success over the past 20 years by offering exactly that.
From initial strategic consultancy planning, to delivering a project or campaign, Vertical offers creativity, marketing, digital marketing and public relations to help B2B clients in industrial, technical, manufacturing and commercial markets succeed.
One essential part of any campaign is the ability to fully measure its results, so as to assess the return on investment and allow future actions to be better planned.
In response to this need, Vertical has developed V-Matrix, a new proprietary reporting system which delivers both ROI reports as well as quality reports on the effectiveness of all activities on an ongoing basis.
The agency has always undertaken analysis of campaigns for clients, but experience has shown that clients want added value and an insight into exactly where their money is being spent.
Seeing quantifiable ROI is one thing, but gaining an insight into the effectiveness of your project or campaign enables you to operate at a much higher strategic level.
This is where V-Matrix comes into its own.
It is a tracking, measuring and analysing tool that enables the agency to report back to the client in unparalleled detail on PR coverage and web-based campaigns.
Putting V-Matrix in place not only ensures consistency, it also removes any subjectivity.
V-Matrix offers transparency and high visibility that allows clients to track spending.
It also offers the ability to identify where projects are successful, which, in turn, enables the client to maximise their marcomms budget.
Additionally, the system identifies areas that may be weaker, therefore enabling the agency to recommend and implement alternative strategies to get back on track.
It's easy to simply undertake press cuttings, create adverts and do the odd bit of market research, but the key is to fully understand how your advertising, marketing, PR and creativity work together, and to see where it is being effective and where it isn't.
Commenting on the new reporting system, Tim Rose, account development manager, said: "We are always looking to add value, particularly in a consultancy role, and we want to show the practical intelligence behind the results we achieve.
"With the level of analysis that V-Matrix makes possible, clients have a clear understanding of what their marcomms campaigns are achieving and why, rather that just seeing the money absorbed and only a basic level of feedback delivered.
"V-Matrix gives our clients a much better idea of what's happening out there in terms of their brand and their image; it lets us respond quickly if something new comes to light, and predict where the money should be spent next month.
"Clients can see that Vertical is adding value to the service, not just implementing the plan, but reporting back on it with intelligent analysis".
For all web-based marketing, V-Matrix measures and tracks the effectiveness of any digital channel, for example online pay-per-click campaigns.
In addition, Vertical's new bulk email software feeds directly into V-Matrix.
Together they provide comprehensive reporting on all aspects of email campaigns, such as click-throughs and requests.
For Vertical's clients this means more detailed, accurate and faster reports.
Now clients can see the progress of any email campaign in a matter of minutes, presented in an easy to read, PDF format.
Commenting on V-Matrix, one of Vertical's clients, Paul Ekpenyong, sales and marketing director of Miniflex, said: "The level of feedback we get from Vertical is crucial in enabling us to plan and manage an ongoing successful campaign - the commitment from an agency like Vertical to provide this level of information is quite staggering".
V-Matrix, as part of any integrated marketing communications plan, is essential to the success of any business.
Co-ordination of marketing, advertising, direct marketing and PR is key, and it's important to recognise that a thorough understanding of customers and their needs are crucial.
The entire mix needs to be considered before implementing any new strategy.
And V-Matrix completes the loop by providing accountability - vital as marketing budgets come under increasing financial control.
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