One important characteristic of digital marketing is having an effective website. An effective website has a purpose that is dedicated to its target market, has a unique design that is easy to use, expresses usability and focuses on optimization, and has the proper testing techniques which track important data and analytics that can be used to advance any business.
Search Engine Optimization (SEO) is an important characteristic of digital marketing as well. SEO is the efforts aimed at improving the search engine rankings of a website for a specific keyword or set of keywords. The goal of all businesses should be to be number one on Google when their keywords are being searched for by users. SEO can be obtained by keywords, website optimization, and linking.
“As marketing continues to evolve, it’s increasingly important to evaluate and improve your efforts. With new technologies and cost considerations as a factor, you’ll also need to prove results and value. By maintaining a steady analytics process and making decisions based on data, you can both offer measurable results and prove the value of your efforts.” -Jon Simpson.
It is vital to know not only how to obtain data and analytics as a business, but knowing what to test, which testing technique to use, how to report the data, and how to present it. Some of the metrics used to determine the data needed are cost per view (CPV), search impression share percentage, conversion rate, lifetime value of customer, etc. An effective way to utilize these metrics is by setting SMART goals, which are specific, measurable, attainable, relevant, and timely. Being sure to make data-backed decisions in digital marketing is vital. The data collected comes from website analytics, internal site searches, heatmaps, call tracking, etc. Market research is conducted through Google trends, SEO/SEM tools, and Google dataset searches.
After research has been conducted and data has been collected, the next important characteristic of digital marketing is choosing the correct method to present your findings, such as a PowerPoint presentation, charts or graphs, visualizations, and data dashboards.
Digital marketing is a vital component of marketing and can be a game-changer if used properly by any business.
You did a great job explaining the important factor of digital marketing which is having an effective website. I agree that SEO, obtaining new analytics and presenting your findings are all vital in this process. Many businesses will be able to improve in a lot of ways if they used digital marketing successfully. Great post.
Elizabeth, I thought your blog was interesting due to your display in clear instruction on the importance of SEO and the importance of obtaining data analytics to optimize a companies website.