Digital marketing strategies range from companies trying to gain more traffic to their websites by the creation of content, to the development of trusted customer relationships through a range of engaging channels.
Today we will emphasize the need to watch the pro and cons of trying new strategies. Knowing what works best can only be told by constantly looking and studying your analytics.
Google Analytics is a service presented by Google that produces detailed statistics about a website’s traffic and traffic sources and measures conversions and sales. It is the most widely used website statistics service, with good reason. If you have a website and are not currently using this, start today! The basic service is free of charge and a premium version is available for a fee. Google Analytics can track visitors from all referrals, including search engines and social networks and direct visits. It also tracks display advertising, pay-per-click networks, email marketing and digital material such as links within PDF documents.
By looking into these analytics you can gain precious information about how and where your traffic is coming from, which sources are producing the most sales and visits. Any future digital marketing campaigns should be run on a basic premise of checking the stats concurrently with campaigns.
Digital campaigns may contain digital publications for promotional use, such as catalogs, newsletters, magazines, information booklets. All these online publications can be tracked by analytics so you know which pages your readers/customers are spending more time on, which links they are clicking, which videos they are watching and so on. This is excellent for the inclusion of advertising also as publishers can now track how the ads are performing within the publication and report back to the advertiser. They can project targets to future clients based on these stats.
Check out your analytics today and work to improve in areas where needed. Recognize what is working and strive to expand in those segments also.
By Audrey Henry