Monday, July 21, 2014

Myths of digital marketing measuring

Surfing through the web I came across this very interesting article on the main myths related to digital marketing and how to measure its impact (http://www.marketingmagazine.co.uk/article/1304332/six-myths-digital-marketing-measurement)

The article comes up with a list of 6 myths digital marketers should be aware of and get around in order to be successful in their digital campaigns. I think the content of the article can be specially useful for the group projects we are going through, given the highlight it makes on the idea that digital marketing is not just putting traditional market content out there, or about generating traffic, but about understanding how to use digital channels to enhance your brand and customer experience.

There are a couple of interesting things in the article I would like to emphasize on.
  • On of the main things we have heard about digital marketing is the ability to measure success through click-through rates, conversion, etc. The article acknowledges this but also mentions that is very important to be aware of the objective of digital campaigns before deciding which metrics to track. If the whole objective is to drive brand awareness and create and image, click through rates may not be a good indicator.
  • Not everyone interacts online. Yes, internet will reach almost 3 billion users in the next couple of years, but that does not mean all those users interact with your brand online, even if they are surfing through pages where you are advertising. Interaction rates can be as low as 2%, which means brands should be aware of where they are putting their money, what public is interacting with those ads and how is their image being impacted, both in terms of the consumers interacting with the ads (e.g., display) as well as the consumers which do not click on it. 


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