Success of digital
marketing campaigns can be deceiving
Digital marketing channels are aggressively competing for
marketing dollars and taking an increasing share of marketing budgets,
diverting away from more traditional channels. This is important because it
providers marketers additional channels to acquire new customers which could
potentially be more successful than traditional acquisition channels. Part of
the success is due to the high-traffic volume nature of the channels that can yield
strong results. The problem, as we have discussed before, is that this leads to
measurement problems and determining whether the new leads brought in are
actually of high quality.
“The interesting thing about digital marketing is the
industry’s refusal to give up. Even though 40 percent of digital marketers
admit lead quality is a significant barrier to success in digital, they are
undaunted. Eighty-eight percent of those same marketers say they are seeing
improvements and are set on optimizing their digital campaigns to increase
effectiveness.”
The article refers to audience segmentation as a way of
improving results. Facebook has good tools to assist with this given the depth
of data they have about users. The article also focuses on micro-targeting. The
key takeaway is that spending more time and potentially more money on targeting
audiences can lead to significantly better quality results and very well can be
worth it. Additionally, the article noted the importance of consistent testing
to see what works best and then refining for your target audience.
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