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Nudge. Nudge is focused on giving you insights on how customers engage with your content. So going beyond the click, did people actually read your content? As to have impact, people do need to consume it. Continue reading
A real world reality is that sometimes you have gaps in where you can track customer actions. For example, someone sees an ad on Facebook, you are limited to what Facebook gives you. Here are some ways of dealing with that. There are a few tricks to help deal with these gaps. Use UTM parameters on the destination page, to help see the engagement of people that come via that source. Use click trackers, if you have people going between… Continue reading
This is best answered by starting with, what are you trying to achieve? Anchoring in that makes it a lot easier. To get to that, answer a few questions:ย What is your objective or strategy?ย What will you create or do, to deliver on that strategy? What will consumers do, to tell you that you your strategy is successful?ย It can be as simple as writing down each step that your customer will take. Typically this makes… Continue reading
Defining success is ground in your marketing strategy. What is it we are doing and why are we doing it. Then measuring effectiveness, gets a lot easier. Are we being effective at delivering on that strategy. You will want to make sure you have an analytics system installed, typically with a piece of javascript. That enables the platform to measure your activities. Of the marketing metrics, some that should help inform if your marketing is doing the work it should… Continue reading
Landing pages play a vital role in the digital marketing mix. Providing that entry point into the customer experience and enabling brands to experiment, put up pages quickly and just as quickly take them down. The simplicity of the pages means that any data collected is quite valuable but narrow in scope, to provide feedback on where to improve. You need to make sure they are working for you and the traffic sources to them are pulling their weight. Metrics… Continue reading
Search engine optimization is an ongoing quest to keep your website and content relevant for search engines. Over time, what works changes as search evolves. The fundamental principle has always maintained, what is going to help the prospect or customer. And creating content around that. However with competition, the other side of the equation is making sure that SEO is working for you. This is where analytics can help, to demonstrate the value you get from search engines. And show… Continue reading
Fraud or accidental clicks erode your budgets and mean your more effective sources need to work harder to deliver results. The challenge is trying to identify if, or at least find anomalies that indicate that a traffic source is not driving value. Bots tend to be designed to do the minimal effort, to justify the cost per click. So to identify them, you want to see how your traffic behaves after it visits – and compare it against other sources. Continue reading
Inbound marketing yields traffic from many different sources to lots of different destinations on your website. This can make it hard to optimize for. Should you optimize the source, or the destination, or both? But where do you get started. Diving deep into each source as a starting point, should help find what ones are working for you. Metrics you should think about: Attention, how long people are engaging for each click. Average Scroll, how are… Continue reading
Pay per click marketing is anchored on, get the best cost per click. But we know that not all clicks are created equal, so it makes sense to find a minimum standard of quality for each click. To help us better understand the tradeoffs between cost and volume. Maybe we can get lots of low quality clicks at a cheaper cost, but are they overall better than less clicks at a higher cost. To enable you to find out, you… Continue reading
Microsites, or campaign sites, used as part of media campaigns are a ripe opportunity for extra insight. Often every campaign has a webpage as the core, where all media pushes to that page. Which makes this page itself, ripe for getting a deeper insight on how the campaign is performing. Customers that are taking action, are all routing through this page. However, with the rush to get campaigns up, these can often be overlooked. That is a mistake. Where possible… Continue reading
