Digital marketing is the most essential and effective way for businesses to reach their target audience, expand their brand presence, increase revenue or generate more enquiries.
But with so many digital channels and advertising options available, it can be challenging to determine which strategies will provide the best return on marketing investment.
Fortunately, refinements in both data gathering and analysis mean that marketers have all the tools they need to set up, review, refine and reinvest in campaigns to ensure they deliver the most optimal results.
Data and analytics provide valuable insights into consumer behaviour, preferences, and interactions with adverts they see and interact with on digital channels. There are several types of data available that can be used to refine digital marketing campaigns, including:
1. Website analytics: This includes information about website traffic, user behaviour, and conversion rates. Tools like Google Analytics can provide valuable insights into how visitors are interacting with your website, which pages are most popular, where your visitors are located, what devices they’re using, how they’re finding your website, where they’re dropping off in your various journeys, and many more vital pieces of information.
2. Social media analytics: Social media platforms like Facebook, Twitter, TikTok, LinkedIn and Instagram provide detailed analytics about your followers, engagement rates and post-performance. These insights can help businesses refine social media strategy and target messaging more effectively.
3. Customer data: This includes information about customer demographics, purchasing behaviour and preferences around how customers like to receive information. This data can be gathered through surveys, email marketing campaigns and customer feedback.
4. Advert performance data: This includes information about ad impressions, click-through rates, conversion rates and more. Platforms like Google Ads and Facebook Ads provide detailed analytics that can help businesses optimise their ad campaigns.
Once the data has been received, it can be assessed and processed using various data analysis tools. Some of the most popular tools include:
• Google Analytics: This free tool provides detailed website analytics and gives users dashboards showing various data strings aggregated into simple charts, graphs and more.
• Tableau: Tableau is a more advanced data visualisation tool that allows businesses to create interactive dashboards and reports.
• Power BI: Power BI is another data visualisation tool that allows businesses to analyse and visualise data from multiple sources.
These dashboards and reports give vital information on where campaigns are working, and where they can be improved.
For example, if a business notices that visitors are dropping off on a specific page of their website, they can use this information to optimise that page and improve the user experience.
Similarly, if a business notices that a particular social media platform is driving the most engagement, they can focus their efforts on that platform and tailor messaging to that audience.
Another essential aspect of data-driven decision-making is re-marketing. Re-marketing is an effective digital marketing strategy that uses data to target users who have interacted with a business’s website or content, but have not yet converted.
By using this knowledge to show relevant ads to these users, businesses can increase their chances of converting them into customers.
To use data for re-marketing, businesses can set up re-marketing tags or pixels on their website, which track user behaviour and store it in a cookie. This data can then be used to create re-marketing lists, which are groups of users who have interacted with specific pages or content on a website.
Once businesses have created their re-marketing lists, they can use various re-marketing tools to target these users with relevant ads. Some of the most popular re-marketing tools include:
1. Google Ads, which offers re-marketing capabilities that allow businesses to target users with display ads, search ads, or video ads. Businesses can create re-marketing campaigns that target specific re-marketing lists and adjust their bids based on user behaviour.
2. Facebook Ads, which includes re-marketing capabilities that allow businesses to target users with ads on Facebook, Instagram, and other platforms. Businesses can create custom audiences based on website visitors or app users and target them with relevant ads.
3. AdRoll, a re-marketing platform that allows businesses to target users with ads across multiple channels, including email, social media, and the web. AdRoll uses machine learning to optimise re-marketing campaigns and provide insights into user behaviour.
4. Criteo, like AdRoll, is a re-marketing platform that allows businesses to target users with personalised ads across multiple channels.
The key message really is that to ensure maximum ROI in an environment where budgets are stretched, it’s essential to use the available data effectively, and the tools to do this are all available.
Find out more about setting up well-planned, optimised and measurable digital marketing campaigns to drive your business forward. Get in touch with the Realnet team today on 01223 550800 or email email@example.com for more.