- October 20, 2016
- Posted by: Robert Duke
- Category: Articles
Marketers may be brilliant in running hundreds of digital marketing campaigns but they are accountable for the success of each one of them. The real advantage of digital marketing is that you can measure the degree and intensity of the audience response. You may not know how exactly your campaigns affect your brand image in your target customers’ minds, but you can surely measure the number of conversations, feedbacks and sentiments they generate. Using the right metrics and analytics, you can optimize your campaign in a way that it helps you achieve maximum RoI.
Opinions Matter, So Does Data
Data may not always beat the opinions. But it surely helps in forming the best opinions. Once you have decided to invest your time and money into digital marketing, you cannot just rely on your own instincts. You must analyse huge amount of data to understand your target customers and their preferences. You must also formulate the right mechanisms to measure the success of your marketing campaigns.
The Key to Low Cost Marketing
Releasing multiple arrows in the dark does not guarantee you will hit the right target. But if you can see your target well, you might hit it with a lot more ease. The same applies to digital marketing. If you know your target audience well and segment them based on their specific needs and demands, you have successfully laid a great foundation for your marketing plan.
Now how you analyse your target market is a challenge that only data can address. If you have invested significant time and resources in acquiring quality data on your customer preferences, demography, locations, preferred mode of communication, buying behaviour and so on, half your job is done. If you are operating in a niche industry, and use direct mail, telecalling and emails as your primary modes of communication, buying a list of target customers customized to your preferred geography, age group, job title and other parameters can also bring you great results. Alternatively, your in-house research team may conduct surveys and measure customer responses on various offline and online platforms.
Maintaining Uniform Customer Experience on Multiple Devices
As customers proactively embrace mobile devices, marketers must focus on designing customer experience which meets the highest standards and addresses customers concerns in the best ways. As majority of people access websites and applications on their smartphones, marketers must meticulously craft the UI and UX based on specific devices and, also feed the web and mobile applications with qualitative and useful content.
From another point of view, multiple devices indicate the need for more data on customer profiles, customer preferences, and so on. Marketers need to focus on a cross device marketing strategy, which is complex but highly reliable in achieving the desired results.
What is Measured, Can Be Managed
Measuring success of a cross device marketing strategy is highly complex yet imperative, which requires estimating Return on Ad Spend (ROAS) in a systematic manner. However, even if you use the most sophisticated attribution systems in the world, you may not be able to estimate the exact success of your campaigns as digital communication has to be used as a daily dose and sometimes may not show quick results. And that is why, ROAS cannot be estimated without making assumptions about attribution.
Estimating the success of branding campaigns is more intricate than measuring the results of lower the funnel sales promotion campaigns. Andy Frawley’s recommendations of measuring Return on Experience and Engagement rather than RoI is interesting since the conventional measurement mechanisms are so narrow. Nevertheless, you may choose to work with external agencies to achieve this and gauge your Return on ad spend (ROAS).