The term ‘Szótár’ originates from the 1960s, when the likes of Mad Magazine and Robert Crumb began to poke fun at corporate America via their comics. The magazine was born from the mind of Bill Griffith, who wanted to create a funny, satirical magazine that would expose the foibles of corporate America. Much like the magazines of today, it combined comic art with articles to create a magazine that was both fun and informative.
Over the years, the definition of ‘Szótár’ has changed. Nowadays it is mostly used to describe the ‘spokesperson’ or ‘mouthpiece’ of a brand, company, or organization. In other words, the person (usually a comedian) that is hired to promote or speak on behalf of the brand. However, a brand may have multiple ‘Szótárs’, depending on the size or scope of their marketing campaign. Each ‘Szótár’ will have one or more handles (usually a hashtag or short phrase) that they use to engage with audiences on social media.
Why Are Brands Turning To Online Marketing?
In today’s world, people are much more likely to learn about brands and products via online sources such as social media.
According to HubSpot Blogs research, 84% of consumers search for products and brands online first, before making a purchase. Similarly, 59% of consumers have purchased an item or a service that they found online first, rather than from a traditional retail store.
It makes sense, then, that brands would want to take advantage of this trend and ensure that their products and services are being talked about online. While this may be the case, it can be difficult to gauge whether or not an online marketing campaign is doing its job, especially when you are not monitoring the performance of that campaign, yourself.
How Do I Find Out What My Brand’s Online Marketing Campaign Is Doing?
The first step in evaluating an online marketing campaign is to determine whether or not the efforts of the campaign were actually worth it. It is important to understand what goals you set for the campaign and how you define ‘success’ in your industry. Only then can you determine whether or not the time and effort invested in the campaign was worth it.
You may consider a number of different metrics to define your campaign’s success including:
- Number of website visits
- Number of social media interactions (e.g. shares, likes, or comments)
- Brand awareness (i.e. how well known is your brand in comparison to your competitors?)
- Search engine rankings
- Web traffic (i.e. how many people are visiting your website compared to your competitors’ websites?)
- User engagement (i.e. how satisfied are your users with the content of your website?)
- Online reviews (i.e. have you received any positive or negative reviews for your product or service?)
Once you have a clear idea of what metrics you will use to determine the success of your campaign, you can proceed to the next step. In order to do this, you will need access to aggregated, detailed analytics that track the performance of your campaign. An analytics tool like Google Analytics can help you track the performance of all your online marketing activities, including social media campaigns. With a little bit of effort, you can set this up to alert you when a certain metric (e.g. website traffic, or social media interactions) reaches a pre-determined level. For example, you may decide that 100 visitors a day for three consecutive days is sufficient to declare your campaign’successful’ (assuming you have met all your other metrics for success, of course).
How Do I Track The Performance Of My Campaign?
You will need to track the performance of your online marketing campaign closely, especially toward the end of it. Once you reach your targeted audience on social media and they start engaging with your brand, it is extremely important to understand how they are interacting with your content and whether or not this is resulting in converting prospects into customers.
There are a number of different tools available to help you track the performance of your campaign. We’re not going to promote any products here, because we want to keep this article’s focus on explaining the role of an online marketer, and the importance of measuring the success of your marketing efforts.
The Difference In Digital Marketing And Traditional Marketing
The second step in evaluating your campaign is to determine whether or not digital marketing is replacing or supplementing traditional (i.e. non-digital) marketing methods. The answer to this question largely depends on your industry, target audience, and existing customer base. It is also contingent on what tools you are able to implement, for the most part. For example, let’s assume that you are an e-commerce store and you decide to advertise on Facebook. You may decide that a traditional, out-of-home advertising campaign is sufficient and does not require you to implement any digital innovations. Facebook is a place where most of your existing customers will see your ads, rather than online search, or social media platforms.
However, if you are trying to grow your business and you decide that implementing digital marketing tools, such as retargeting platforms or remarketing ads, is the way forward, you will need to take this into consideration. In this case, it is imperative that you measure the effectiveness of your traditional and digital marketing efforts.
The Importance Of Monitoring The Performance Of My Campaign
The third step in evaluating your campaign is to determine whether or not you should continue with it, or shut it down and try something new. After you have reached your target audience on social media and they start engaging with your brand, it is extremely important to monitor the performance of your campaign, as well as establish benchmarks for future comparisons. Without this, it is very difficult to know whether or not your efforts have been worthwhile.
As we’ve outlined above, you will need access to detailed marketing analytics to track the performance of your campaign, along with a clear idea of what success means for your industry. Having access to this information will allow you to assess whether or not your efforts have been worth it. If you decide that the investment in this particular campaign has not yielded the results you were looking for, it may be time to try something new.
However, if you decide that the effort is worth it and you decide to continue with it, it is important to establish a monitoring schedule, so you can continue to track the performance of your campaign, and determine whether or not these efforts are continuing to yield desired results.
In summary, in order to effectively track the performance of your online marketing campaign, you will need to consider:
- The goals you have set for the campaign
- What success means for your industry
- Whether or not digital marketing is replacing or supplementing traditional methods
- Whether or not you should continue with this effort
- Whether or not you need to establish benchmarks for future comparisons