Traditional marketing channels are still relevant, but not always enough. Consumers have a wide range of information, ideas, and product reviews to access, and they use these various platforms to find what they want. This is why marketers should continue adapting their approach to attract and engage with this increasingly digital consumer.
The challenge for marketers is that while these platforms exist to provide consumers with useful information and ideas, they are not always driven by brand interest. This is where marketing analytics comes in. Using marketing analytics to examine the behavior of consumers across digital platforms can provide marketers with a better understanding of their target audiences’ digital journey and allow them to effectively tailor their approach to gain the most from each channel.
Here are three key points to consider when using marketing analytics to evaluate digital marketing channels:
The Importance Of Digital Analytics
To start with, it’s important to note that marketing analytics tools can provide a wealth of information about digital marketing channels. These tools can determine the performance of ads and landing pages; monitor the success of email campaigns and social media posts; evaluate the effectiveness of websites, blogs, and online stores; and track the behavior of consumers across multiple platforms. It is not enough, however, to simply look at these tools. One must also understand how to interpret the enormous amount of data they generate.
The most effective marketer will be the one who understands the importance of each piece of data and how it can be put to use. To achieve this, one must set up a solid data foundation by ensuring that each piece of data is uniquely attributed to the person or entity it belongs to. This is vital as it allows marketers to tie data together across different platforms and gain a complete picture of a consumer’s journey.
A 2018 study from HubSpot found that only 17% of consumers trust businesses and brands simply because they know them, while 40% trust them because they feel guilty after being tricked. This means that marketing analytics can help businesses gain a second chance at catching consumers’ attention and engaging with them on a deeper level.
Where Do Consumers Go Online?
It is important to examine where consumers go online since this can give you an idea of what platforms they are using and which ones you should consider exploring. It is also essential to understand the demographics and psychographics of each platform’s user base so that you can tailor your content to attract the right audience.
In 2018, 61% of American adults used social media platforms to learn about a brand or business. Moreover, 72% of those users said that the information about a brand or business they found online was very important to the decision-making process, according to a HubSpot study.
This means that while social media is a place where consumers interact with brands and businesses, it is also a place where these organizations can learn about their customers’ needs, interests, and attitudes in order to provide the best possible experience.
Which Platforms Can You Engage With Consumers On?
Not all platforms are created equal, and it is important to understand this when evaluating which ones to use for marketing. The decision-making process is not straightforward, and it is a simple mistake to make. To understand which platforms can you effectively use for marketing, you need to consider a few key points:
Firstly, does the platform provide you with the tools you need to connect with your audience? Do you have the technical ability to set up automated emails that will engage with your audience, or do you simply post to Facebook and wait for likes and shares?
Many marketing analytics platforms come with features that allow you to automate social media posting, analyze traffic, and measure the success of your campaigns. Having these tools in your arsenal will give you the ability to target certain groups and demographics more effectively.
Secondly, how well-established is the platform in the market you are entering? Do you need to do more research to find out if your target audience is already on the platform or will it be an easy transition?
This is especially important if you are entering a new market or one you have not worked in before. By understanding how established the platform is in your industry, you will have a better idea of how much effort you need to put into learning the ins and outs of the platform. If it is a new platform that not many people have used, then you will have to educate yourself on what to expect. On the other hand, if it is a well-established platform that you know works the way you want it to work, then you can simply dive in and start using it.
What Tools And Resources Can You Use To Make The Most Out Of Your Online Marketing Channels?
With so much information, tools, and resources available online, it is not always easy to know where to start. It is best to take this step by step. First, identify the platform that you will use the most in your marketing and set up a few basic accounts across different platforms. Next, download the tool that the platform provides and set this up to work automatically. Finally, look for additional resources that can help you take your marketing to the next level. For example, do you need help creating content for your blog or website? Do you want to use online marketplaces to find products that you can incorporate into your offering? Perhaps you are looking for a lead generation tool or want to try automated email campaigns?
Whatever your answers to these questions are, there is a tool out there to help you. Through a simple, step-by-step process, you can build your ideal marketing team and organize your workflow, from creating content to analyzing results.
Above all else, make sure that you have someone responsible for analytics. This person should be a data expert who can take care of the day-to-day analysis and have a clear vision of the big picture. Moreover, this person should be accessible to the rest of your team. You can also find other experts in your field to help, or bring in additional support as required. This step is critical if you want to make the most of your online marketing channels and avoid wasting valuable time with low-quality or ineffective work.