Iterative marketing campaign methods involve using digital marketing data analysis tools to continually improve an Internet marketing campaign. Unless your organization gathers data from Google Analytics or similar web metric tools, it is more difficult to determine which online marketing channels are the most effective during and after a campaign and where your business should spend the majority of a marketing budget.
More and more businesses are adopting these web data analysis tools rather than relying on human business instincts. According to an Econsultancy blog post by deputy editor David Moth, 56% of businesses rely exclusively on Google for web analytics. Other businesses use different measurement tools or do not use these tools at all.
Data analysis tools help you determine what channels visitors use to reach your website, what their buying behavior is like after they visit your website and what pages of your website receive the most traffic. Conversely, data analysis also reveals which website pages receive the least amount of traffic, which points out the need to revise the content of some pages with new keywords and images in order to attract more website traffic and increase the chances of sales conversions.
Another advantage of web analysis tools is the ability to determine in real time which marketing messages resonate with consumers. During the successful 2012 campaign to re-elect President Barack Obama, for example, Obama’s marketing team used real-time data to create messages and keywords that appealed to potential voters during debates. As a result, digital marketing executives working in the campaign made key decisions more quickly and accurately.
Similarly, Canadian building material manufacturer BuildDirect increased their sales by 50% through the use of Google Analytics. They doubled their e-mail marketing conversion rate, increased search conversions by 37% and achieved a 100% increase in sample orders of the materials they provide, such as flooring, tile, decking, roofing and siding.
Digital metrics are ideal for tracking data from multiple channels such as your company website, Facebook, Twitter, mobile website, mobile ads, YouTube channel, Tumblr, email marketing and Google+. When aligned with traditional business objectives such as reducing costs, increasing sales and improving customer service, digital data provides valuable business information to show how successfully your organization reached those goals.
Also, any campaign using digital metric data should be aligned with clear identification of your target audience and realistic marketing goals. To achieve success in digital marketing takes time; as British digital marketing company Evergreen’s blog points out, digital marketing is a marathon, not a sprint. But when an Internet marketing campaign is properly planned, executed and tracked, business success is much easier for you to achieve.
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