4MK005: Marketing Performance Management Report for DB Sports Agency

This report analyzes the marketing performance management of DB Sports Agency, focusing on its social media strategies and return on investment. The report begins by highlighting the importance of social media content and its measurement, including the formula for calculating ROI. It then delves into the components of a successful social media strategy, emphasizing specific, measurable, achievable, relevant, and timely goals. The analysis includes how to track these goals, retain audience engagement, and target the right audience. Furthermore, the report explores the measurement of online content and concludes with a summary of key findings, emphasizing the importance of optimizing advertisement spend and creating engaging content to attract and retain the target audience. The report also stresses the need for DB Sports Agency to focus on audience segmentation beyond basic demographics to maximize engagement.

RUNNING HEAD: MARKETING PERFORMANCE MANAGEMENT
MARKETING PERFORMANCE MANAGEMENT
Name of the Student:
Name of the University:
Author’s Note:

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Executive summary
In the 21st century, a business organisation can boost its engagement with the consumer through
catchy and appropriate social media content. It can help the business organisation to target the
right audience appropriately. Developing a smart social media marketing planning is necessary.
DB Sports Agency can boost its engagement with its target audience, which are footballer
through appropriate social media content.

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Table of Contents
Introduction:....................................................................................................................................3
Social media content measurement formula:...................................................................................3
Parts of a social media strategy:......................................................................................................4
Social media content goals:.............................................................................................................5
Specific:.......................................................................................................................................5
Measurable:..................................................................................................................................5
Attainable:....................................................................................................................................5
Relevant:......................................................................................................................................6
Timely:.........................................................................................................................................6
Goals tracking:.................................................................................................................................6
Retaining Social media engagement over time:..............................................................................7
Ensuring the right audience is targeted:...........................................................................................8
Measuring online content- a common situation:.............................................................................8
Summary:.........................................................................................................................................9
References:....................................................................................................................................11

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Introduction:
Marketing performance management is the ability of an organisation to improve the
return of investment and the effectiveness of marketing. The marketing plan, procedure,
performance measurement and predictive analysis are done through the marketing of
performance management. Principals of measuring marketing performance are essential for
MPM because it can identify weaknesses, maintain a balance various indicators, ensure
collaboration and kept the marketing performance relevant. This report aims to analyse the
marketing performance management of DB Sports Agency.
Social media content measurement formula:
Throughout the world, social media is successful to gain its popularity. Social media
content is anything which is posted by someone and shared with others. The marketing team of a
business organisation utilizes its social media content to attract and retain consumers for
followers. The marketing team of a business organisation develops and shares relevant,
significant and attractive content to focus on a specific target with the aim of acquiring new
consumer or boosting business from present consumers (Kasemsap 2018). However, social
media content measurement formula is important for a business organisation. The formula for
measuring social media content is the following:
(Value of the realised goals – total cost) / cost × 100 = Total returns on investment (Duffet
2017).
The return of investment of social media advertising can be measured by this formula. In
a graph, the return of investment can be portrayed. The percentage of engagement, the
percentage of leads, the percentage of sales, the percentage of reach, the percentage of traffic and

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the percentage of other aspects can be portrayed (Wang and Kim 2017). So it can be said that the
marketing team of a business organisation has to social media for advertisement. Besides that to
identify areas which need modification, the marketing tea of a firm has to measure the social
media content and return of investment.
Parts of a social media strategy:
In this part, social media content goals will be discussed. At first, the primary objects of
the post on social media must be analysed. Secondly which are the matrix of success
measurement against the state objectives must be identified. It can be said that the aim of DB
Sports Agency e is to maximize brand awareness among football players (Tuten and Solomon
2017). The second objective is to develop a community of footballers. DB Sports Agency should
have the ability to engage with the community of footballers. The third objective is to generate
leads and program sign-ups and enquiries for more information (Cheung et al. 2019).
Business objective Social Media goal Metric(s)
Grow the brand Through awareness, the
current and potential audience
will be illuminated.
Followers, shares will be
measured.
Turn customers into
advocates
Through engagement, the
interaction of the audience
with the social media content
will be measured.
Comments, likes and
@mentions will be measured.
Drive leads and sales Through conversions, the
effectiveness of the social
engagement of the company
Website clicks and email
signups will be measured.

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will be analysed.
Improve customer retention Through consumer, the
thought and feelings of the
active consumers towards the
brand will be measured.
Testimonials and social
media sentiment will be
analysed.
Social media content goals:
In this part, the social media content goals will be identified. The most significant
features of social media content are the strategy, which should be specific, measurable,
achievable, realistic and timely (Felix, Rauschnabel and Hinsch 2017). Social media content
goals must include these aspects. Without SMART objectives, the marketing team of a company
cannot expect a massive amount of new sales.
Specific:
Social media content must be specific. A clear and defined social media content can be
much effective for a business organisation.
Measurable:
Social media content and marketing must be measurable. By using social media matrices,
social media content must be measured.
Attainable:
Social media content and marketing must be achievable. It should be achievable by using
the available resources. Otherwise, it will not be effective.

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Relevant:
It should be relevant. It should be realistic and significant for the business. Relevant
social media content and marketing can help a business organisation to achieve its objectives.
Timely:
Time-bound social media marketing and social media content can be accomplishable.
Within a finite time, the target should be achieved. The social media marketing must be
completed within a pre-fixed time it should be achieved.
Goals tracking:
In this part, goal tracking will be analysed. Through measurement matrix selected for the
social media platform on the Google Analytics account will be used to measure the objectives
competition (Rauschnabel and Hinsch 2017). The primary objective is to maximize brand
awareness through the Instagram post. So it can be said that social media content and social
media marketing should prioritise Instagram post to enhance brand awareness.
The following form can be used to measure the advert.
Paid content spend Paid content impressions Cost per thousand
impressions
Spending of last month:
$11,76k
Relative change:
+ 63,32%
Spending for the last month:
15, 49 million.
Relative change:
+199,69%
Spending for the last month:
$0,76
Relative change:
- 45,51%

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By using this example it can be said that the review of paid content spend, paid content
impressions, and can be done. In this example, spending on social media content is rising by
sixty-three per cent. The paid content impression has increased by almost two-hundreds per cent.
On the other hand, the cost per thousand impressions has decreased by 45, 5 per cent. So it can
be said that the efficient and effecting social media promotion strategy can be useful for a
business organisation.
Retaining Social media engagement over time:
Social media can enhance our engagement. So it can be said that social media is the way
of engagement with other human beings because of its sharing content. Social media engagement
is the accretion of followers throughout the social platform. Appropriate marketing research can
be useful for a business organisation to create its social media engagement. It can be useful for
return of investment. To attract new consumers, social media engagement can create brand
awareness (Duffett 2017).
To remain on the top the marketing team a business organisation should develop an
appropriate social media content, which is the most unique traffic and product engagers. It can
help a business organisation to achieve its objectives (Godey et al. 2016).
Whether the social media content is successful to retain its audience or not must be
evaluated. The marketing team for a business organisation has to track the repeated engagers
constantly. Providing appropriate social media content can be useful for a company to retain the
audience (Ismail 2017).

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Ensuring the right audience is targeted:
Through social media content and marketing, the right audience must be targeted. To do
that defining the target audience is a significant part. To ensure the adequate return of
investment, choosing the right audience is necessary. The marketing team has to create a clear
empathy with the audience. It will be helpful to identify the right audience. DB Sports Agency
has to focus on choosing the right audience. Football sector is wide. That is the reason focusing
on age and gender cannot be sufficient. Segmenting the social media on the narrow aspect. It will
help this organisation to target various distinctive groups (Alalwan et al. 2017). It can be
beneficial for the DB Sports Agency. This organisation has to develop a social media content
which can address each of the targeted groups. So it can be said that while segmenting the
audience this organisation has to go beyond Gender and age it will help this organisation
understand that type of customer engagement on social media. To maximize the level of
engagement, this organisation has to create the appropriate content which can target each of
these groups.
Measuring online content- a common situation:
In this part, measuring the online content from a common situation will be analysed. It
can be said that the overall decrease in the organic reach has been continuing for the last few
years on several social media platform. The marketing team most of the business organisation
have started using the social media platform for social media marketing. A huge amount of
money is and resources are invested by the authority of firms to maximise their social
engagement. By providing a catchy and appropriate content, the marketing team of business
organisation are interested to achieve maximum social media engagement. It can help a business
organisation to boost its presence in the social media platform (Dahl 2018). The authority of the

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business organisation or the client of the business organisation starts asking the question about
the effectiveness of social media marketing. Whether investing in social media marketing is
appropriate or not must be analysed. The way social media content and social media marketing
enhance the business growth of a company must be analysed.
Summary:
In this part, the summary of the entire report will be provided. It will be helpful for the
DB Sports Agency. It is important for this organisation to measure the return of investment from
social media marketing. Appropriate understanding of social media objectives can be useful for
the authority of DP Sports Agency. The appropriate way to measure the social media objective
must be clear. Whether the social media campaigning is successful to deliver the desired
outcome of not must be analysed. Appropriate measurement will help this organisation to
identify areas, which needs modification. To ensure the return of investment for social media
marketing, the most effective way is the optimisation of the overall advertisement spend.
The officials of DB Sports Agency has to develop a social media content which will be
attractive for the target audience. The newly developed social media content should have the
ability to attract the large traffic of engagements. It can help this organisation to achieve the
desired outcome of social media marketing.
The authority of DB Sports Agency should not focus on one-off engagement. This
organisation has to assure that the marketing team of this organisation retains the engage since it
spent money to acquire. So it can be said that the efficient and effecting social media promotion
strategy can be useful for a business organisation.

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However, targeting the appropriate audience is important. It will help the DB Sports
Agency to create appropriate based on the targeted audience. To attract the target audience and
potential customer, this organisation has to create an attractive social media content which can
target the specific target audience.

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References:
Alalwan, A.A., Rana, N.P., Dwivedi, Y.K. and Algharabat, R., 2017. Social media in marketing:
A review and analysis of the existing literature. Telematics and Informatics, 34(7), pp.1177-
1190.
Cheung, M.L., Pires, G.D., Rosenberger III, P.J. and De Oliveira, M.J., 2019, September.
Consumers’ Online Brand Related Activities on WeChat: The Role of Social Media Marketing
Efforts. In CLAV 2019.
Dahl, S., 2018. Social media marketing: Theories and applications. Sage.
Duffett, R.G., 2017. Influence of social media marketing communications on young consumers’
attitudes. Young Consumers.
Felix, R., Rauschnabel, P.A. and Hinsch, C., 2017. Elements of strategic social media marketing:
A holistic framework. Journal of Business Research, 70, pp.118-126+.
Godey, B., Manthiou, A., Pederzoli, D., Rokka, J., Aiello, G., Donvito, R. and Singh, R., 2016.
Social media marketing efforts of luxury brands: Influence on brand equity and consumer
behavior. Journal of business research, 69(12), pp.5833-5841.
Ismail, A.R., 2017. The influence of perceived social media marketing activities on brand
loyalty. Asia Pacific Journal of Marketing and Logistics.
Kasemsap, K., 2018. The roles of social media marketing and brand management in global
marketing. In Social media marketing: Breakthroughs in research and practice (pp. 425-453).
IGI Global.
Tuten, T.L. and Solomon, M.R., 2017. Social media marketing. Sage.