3 Important things you always forget to analyze in Digital Marketing
With the rise of Digital Marketing and online presence, a lot of metrics and measurements were born in order to analyze the effectiveness of Digital Marketing campaigns. But unfortunately when analyzing, I have experienced many people are ignoring some key elements whilst putting more effort on insignificant components in Digital Marketing which could occur a loss for your organization.
- Number of website visits is a delusion
Most of the companies evaluate the successfulness of their online marketing campaigns by measuring the number of visits on their website but the tragedy is this number includes the visits which didn't even long last for 5 seconds and those visits could have a considerable impact on your website traffic as well. Do you ever think a 5 second visit on your website would make a difference for your organization?
As Digital Marketers and Business Analysts, you should thoroughly evaluate the ‘Average time a person spent on your website’ which could actually give you an idea about the attractiveness, user-friendliness, navigation and the effectiveness of call to actions. As the average time increases, your sales will increase simultaneously because a person who spend about a good 2–3 minutes on your website are most likely to purchase at least a single product.
2.Why number of likes?
I admit that increasing the number of likes could impact on brand awareness and the top of the mind recall but in this case most people only look at the number of likes after running a social media campaign. The fact that why don't they really focus a measurement such as ‘the number of purchases’ or ‘the number of new customers gained’ after the campaign is frustrating. Number of likes is not a very effective factor to measure the successfulness of your campaign, as y’all may have experienced you just hit a like for a random page you see while scrolling down your news feed but after that you never visit that page.
3. Customer feedbacks are crucial but?
Maintaining positive customer feedbacks is essential to keep the goodwill of the company but why don't you analyze the ‘number of repeat purchases’ instead of customer feedbacks? By analyzing this, the company could be able to get an idea of
i. Are all of these customers who gave positive feedbacks repeatedly buying from your company?
ii. Have their purchase frequency increased or decreased?
iii. The link between customer retention & profitability and Return on Investments.
So according to myself, these are the main reasons why most organizations are unable to run successful online marketing campaigns continuously. By overcoming these issues as suggested, you could be able to thrive in your business towards a success in this digitalized world.
