By now, marketers know they need to embrace digital marketing. However, what I’ve seen happen over and over is digital marketing simply for the sake of digital marketing. Sure, it’s smart to have a diverse media mix. Sure, it’s nice to show your boss that you’re keeping abreast of digital trends. But you may be leaving the most valuable asset of digital marketing behind. Don’t get caught up in looking for the flashy, “next-best-thing” and forget what is, in my opinion, the strongest argument for digital marketing – trackable, measurable data that will enable you to optimize your marketing efforts and ultimately accomplish your company’s objective.
We’re always talking about ‘ROI’; but what does it mean in the realm of digital?
It isn’t always easy to track return on investment, but digital has helped make it easier with specific campaign metrics – there seems to be a metric for everything! With the evolution of digital marketing platforms (i.e. social media data, programmatic marketing, AdWords marketing, etc.), we can find ourselves flooded with data. How do you sift through the noise and decide what matter to your campaign?
Tip 1: Identify a campaign objective and identity clear KPIs (Key Performance Indicators)
Setting a campaign’s objective requires a client conversation and I like to keep it general. What do you want to do? Increase website traffic? Generate leads? Something else? From here, we identify KPIs to help us along the way.
KPI or Key Performance Indicator is a metric that helps you understand how you are doing against your objectives.. For example, if our goal is to increase leads via digital – such as with an eblast with an offer download – a good KPI that a marketer may want to pay attention to is the email’s conversion rate. Conversion gives you the percentage of message recipients who open your email, click-through, and ultimately complete your call to action (such as emailing a sales rep or downloading a white paper). Another possible KPI could be the email’s click-through-rate, which measures the number of recipients who opened your email and then clicked a link in that email.
Be sure to set your KPIs in advance of your campaign’s start-date. You can develop these KPIs by using industry standards or working with an agency or professional who can help you identify them.
Tip 2: Pay attention to larger metrics that correspond with your KPIs – but don’t forget the little guys!
Now that you know what to look for, it’s easier to see how you’re measuring up. But how do you optimize from there? As an example, let’s say you’re interested in measuring clicks to your website from a Facebook video. You’ll use metrics that track ‘clicks to website’ and conversion data from your Facebook pixel to hit your KPIs. Once you’ve decided how you’re stacking up against your objectives, you’re ready to use other metrics to help you optimize your messaging. For example, if you’re running a Facebook video campaign and 80% of viewers are watching up to 30 seconds – but that number suddenly drops to 40% at 45 seconds – you may to shorten your video’s length. Work with your team to identify relevant secondary metrics that will help you fine-tune you messaging and delivery.
Tip 3: Don’t overlook the power of brand awareness
In our rush to quantify our marketing efforts, we shouldn’t forget that brand awareness is an auxiliary goal of any campaign. Even less-than-successful digital campaigns that didn’t hit their KPIs still created a branded impression with their chosen audience. All is never lost when it comes to digital!
Still need some help? Give me a call and we’ll work together to figure out how you can boost your digital marketing clout.
 Avinash Kaushik