Digital Marketing Measurement: 3 areas you must consider

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Many businesses have little or no insight into how their website is performing. Measuring the performance of your website and digital marketing campaigns is critical to delivering results against your marketing objectives.

The root cause of failure in most digital marketing campaigns is not the lack of creativity in the banner ad or the beauty of the website. It is not even (often) the people involved. It is quite simply the lack of structured thinking about what the real purpose of the campaign is and a lack of an objective set of measures with which to identify success or failure.

An effective digital marketing and measurement model will focus on the following three key areas of your marketing, and in each answer the cluster of questions provided:

1. Acquisition: How are you anticipating acquiring traffic for your website, YouTube video, or whatever else you are creating? Did you cover all three components of successful acquisition: Earned, Owned, Paid media? How would you prioritize each? Where are you spending most of your efforts?

2. Behavior: What is the behavior you are expecting when people arrive? What pages should they see? What videos should they watch? Should they visit repeatedly? Are there certain actions they should take? What is unique about your effort that ties to an optimal experience for a customer?

3. Outcomes: What outcomes signify value delivered to the business bottom-line? A download? A phone call to your call center? A qualified online lead? Signing up for email promotions? People buying your product/services ? A 95% task completion rate? A 10 point lift in brand perception?

After you’ve gotten your objectives right, one good tool that is recommended for measurement is Google Analytics. It provides in-depth insight into how your website or digital marketing initiative is working – where visitors come from, how they engage with the site, what content they like, and how many convert into leads or sales.

One of the most important advantages of digital marketing is the fact that marketing performance can be measured real time. Please get your measurement model right.

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