How Analytics Has Changed Digital Marketing
Here, we will analyze 4 ways that digital analytics has changed marketing. Let's take a look!
Consumer Insights
Now that we have a means to view information, we are able to find out what the consumer really wants without having to directly ask. With technology like heatmap tracking, we are able to see what consumers find most useful on our web page. After analyzing the data, we can tailor the website to fit the need of the consumer. We can see if blue is a better fit for our consumers than red. We can also view their interests outside of a particular business and tap into those areas to keep them engaged.
True Marketing Metrics
Before analytics were available, it was hard to tract the effectiveness of marketing. For example, analytics have allowed us to view impressions and click to see how impactful our marketing tactics truly are. With traditional media, it was impossible to know who saw what ad in a newspaper or if a phone call/website visit was a result of viewing something in a traditional format. Now, we can learn just what has lead to a site visit or if someone if viewing our ad at all.
Specified Advertising Tactics
To piggyback of off consumer insights, since we can use analytics to find out what consumers want, we can better target them with our advertising. If most of our traffic is coming from Google searches, we can place more money in Google ads to further increase exposure. We know that our consumers find us on Google so we should hone into that. We can also use analytics to decide which type of ad spending is the best fit. Based on the information gathered by the consumer, we can determine if spending on clicks or impressions will be a better fit.
Understanding Findings
Once we have gathered all of our analytical findings, it is important to interpret it in ways that benefits the business. We want to make sure that the changes we make are due to the what the data is showing. If Google Ads is showing that impressions are more beneficial for the company, we don't want to spend our money on clicks. If heatmaps so us that most people stay on the top half of the page, we want to keep the most eye-catching portions on the top of the page. Make sure to implement changes needed.
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