How Digital has Changed Measurement and Analytics.

Are Your Digital Marketing Campaigns Working?

As with every business cost, it is important to know how your digital marketing campaigns are faring and just what results were achieved. In the world of marketing, measuring the results of each and every campaign is of the utmost importance as marketing can make or break a business. Campaigns take a lot of planning and time, and if they are not delivering the intended results, they can fail to bring in the desired uplift in revenues for the company. Increasing sales is not the only goal of marketing. Increasing brand awareness, brand loyalty and the reach of the brand are other important goals and these are much harder to measure than sales.

Metrics and analytics tools

Measuring the success of marketing has always been a challenge. It used to be that the most popular ways of measuring marketing results was through focus groups or by conducting surveys. These were almost always ineffective and inaccurate as the sample taken tended to be very small and biased. This is why advertising and branding agencies could never be sure how well their campaigns were actually doing. That's all changed. Marketing, analytics and metrics tools are now available and are a boon to top branding agencies who base their marketing on achieving results. All ads, content marketing campaigns, email marketing campaigns and social media marketing campaigns can be measured and tracked using tools available on the Internet. The metrics are tracked in real time and brand agencies and marketers can see how many people are engaging with the campaigns, how many people it has reached, how effective they are in different locations, which demographics they are most successful in, and other more detailed metrics, with the click of a button.

Very complex metrics can be tracked

We have now reached the stage where there are many advanced tools that help marketers track deep into the effectiveness of their campaigns. They can track user preferences, how customers are interacting with their campaigns, at what time they respond well, and many other nuanced metrics that make it much easier for marketers to understand how to improve their marketing approach. Moreover, as results are obtained in real time, it is very easy to make changes to marketing and branding campaigns as they run and to see the results of the changes immediately. Digital growth has made branding and advertising much more cost-effective because tailoring can be much more specific. Many smaller companies are now choosing to put the majority of their marketing spend towards online marketing because of the transparency of the results that it delivers. Digital continues to change and develop the measurement and analytics of online marketing to the great benefit of everyone that believes in delivering results orientated marketing campaigns.

About the Author

Mark Buckingham is a partner with Mark 2 Creative; a dynamic Sydney based integrated marketing agency. We are experts in branding and digital delivery, and are able to seamlessly merge the two disciplines together to deliver cutting edge solutions that set us apart from the competition. Our imaginative and innovative approach provides our clients with a real presence in their marketplace that gives them exactly what they need from their marketing – more business.

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