Data is the heart of a digital marketing campaign and content is the soul of a brand.
Data for me, as in analytics, is not about looking at data or it’s numbers, but rather interpreting it with results.
Being a digital marketing campaign strategist focused on delivering social media Return on Investment (ROI) as one of my core areas of work, I use analytics to work across varied levels depending on some specific factors too from time to time.
At the same time, running a digital marketing agency that has serviced and or caters to clients across 7 countries in over 20+ different industries is a challenge on it’s own.
The first thing we need to understand when we talk about data is that, ‘not all data is important for every business every time. So ensure to focus on data that is relevant to your business goals’.
In other words, focus only on relevant data, as in, data that is relevant for tracking and measuring with respect to your digital marketing social media ROI campaign GOALS!
Our Digital Agency, Techdivine Creative Services, was one of the very early agencies in India to share case studies based on ROI focused results delivered using digital marketing social media strategy campaigns for our client brand partners.
But yet, even today, there are scores of firms across the globe that have not seen any increase in results in any manner, on how analytics is really contributing to the organizations performance.
In most of the cases, what we realized is that, it’s sometimes simply because of the way the company is structured. As in, it’s too hierarchical in which the head of the organization decides what data is important and or relevant based on their understanding of the same. Which devalues the entire idea of hiring a consultant or a digital agency strategist or specialist to do their job.
So when organisations approach us seeking our help to empower their brand and business by interpreting analytics and integrating those as digital marketing strategies for results, we look into the following:
1. Data decides content strategy:
There is information overload….. data is literally everywhere. So as an organization, we first need to focus on ‘what or which data matters to you at that given point of time based on your goals’. Then as a digital agency (or a digital marketer) we try to ensure that the content you are pushing and catering to a group or cohort of audiences is designed to deliver those results. Yes, data decides content strategy. Data driven marketing delivers one of the best ROI based results for any organisation when done correctly.
2. Focused and Measured:
Analytics needs to be integrated into a focused and measurable aspect of your digital marketing social media ROI campaign. For eg. data derived from laptop or tablets differs from the analytics from smartphones. Let’s say, you are using Google analytics to understand the consumer browsing habits here. Then under the menu option in Google analytics of let’s say, ‘Users Flow’, when you look at data from these two different variables of laptops and smartphones, the pattern might be quite similar in terms of customer digital touch-points or customer journey online but if the core aspects of the customer analytics like affinity, in-market, time spent across which page and number of pages, search terms, etc cannot be determined, then such data might not be of real use.
3. Steps for using Data: Goals – Data – Platforms – Strategy – ROI:
Instead of merely trying to look at data and then use it to create marketing functions, organisations needs to focus first on their core goals, followed by data which tells them the right target audiences, therein allowing them to use the right set of platforms or tools, followed by creating a clear strategy which will generate ROI for their digital marketing social media campaigns.
Unfortunately, many organisations first decide on the platform, then the target audience and then the goals!
4. Blending offline and online: Data – Customer journey:
Sometimes it helps to have a strategy that can bridge the gap or integrate the offline strategy with the online world. For eg. understanding how a prospect views a certain amount of information, deals, offers, codes, coupons, products, brands etc online might end up explaining a lot of how they might behave when they are in-store, how to approach them, how to use that data to offer them something that is more optimised and custom designed.
5. Don’t hire, if you know-it-all:
Many a times, businesses hire digital marketers, strategist and data analytics but are very clear on what they want ‘them to do’ because they feel the said strategists don’t understand their brand or much worse, that, they know-it-all. Such case scenarios, even if you have the best data analyst or best digital marketing professional or the most influential digital marketing leader with you, there won’t be tangible results or at least results with a success rate based on the resources available with you because sometimes, thinking that you know too much might be the biggest hindrance in deploying that right digital strategy using such data even with the best resources and skill sets in hand.
Sometimes, management hierarchy is the reason your digital strategy does not seem to work. If you really feel you know more that your digital strategist, either do it yourself or hire a different strategist. Don’t be a know-it-all.
Remember, you hired someone because they are good at what they do, so, simply ensure to let them do their job!
6. Branding, marketing, advertising and data:
Digital marketing analysts, who do not understand marketing, branding and advertising and trying to achieve ROI is like trying to shoot a moving target in the dark while blindfolded and expecting to hit a bulls eye.
7. Consumer psychology:
Did you know, there are times when it’s not just about the data, it’s about consumer psychology, of what triggers someone, what are their mannerisms, what buzzwords engages them, buyer persona, if they can’t be the ones responding to you directly, who is the immediate next or following target audience who you can get to engage online with your brand, are they the influencers or is someone influencing them, what are their challenges, what are their aspirations, goals, where have they come from etc these factors will sometimes help you deliver better digital strategy using consumer behaviour, data because most of the times, a successful ROI is the final result of many such core factors put together.
Remember: Digital marketing strategy is not about a one month campaign service or about few ads or tools used. Give it time, measure, focus, learn from it and empower it with improvisations every single time to deliver better results each time.
Digital marketing is not a one time strategy, it is a daily effort with a sincere idea to add value to end users.
Have a successful and resourceful digital marketing campaign!
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