There aren’t many things that you would generally do without any research or insight. Can you imagine buying a car, building an addition to your home or doing an archaeological dig without doing ample planning and/or necessary surveying? Well, when it comes to marketing online, the mindset should be absolutely no different. How can you accurately strategize or make decisions around your online marketing – whether it be your website or social campaign – without understanding your audience and how they interact with your brand/product? For this reason, metrics are essential to not only gather, but also analyze.
Sounds like common sense, right? Not quite. In fact, a report by Grovo suggests that 90% of all (annual) digital advertising dollars across the board are spent without knowing whether or not they were effective. That sounds like a red flag if I’ve ever heard one!
Metrics, if planned into your overall strategy, can do a few things: tell you where, when and how your audience is interacting with your site/brand, and highlight where you’re losing them. It’s important to understand the habits, hotspots, pitfalls and potential dead zones. It will help to further shape, modify and optimize your messaging and content to better satisfy your audience, their needs and their concerns. This is true of not only your website, but your social networks. Listening to feedback, measuring engagement with your content, and understanding demographics and consumption patterns will help you to properly use the networks for optimal results.
What is the result of data analysis? More engagement, more leads and fewer complaints/questions. To top it off, you’re guaranteed to save advertising dollars. Being able to understand your audience and their lifestyles will help you to deliver more relevant marketing, which will inevitably give better bottom line results – it’s a no brainer. This type of information is readily available, and gathering it in-house, or by 3rd party, should be a priority when it comes to evaluating the effectiveness of your digital efforts.