Measuring digital marketing for success

If set up in the correctly with tracking in place, every aspect of digital marketing can be measured and tracked, analysed and reviewed so you can make real time adjustments to your digital marketing campaign and budgets.

Tracking software such as Google Analytics is a powerful tool to measure and track everything about visitors to your website which deliver insights so you can create meaningful campaigns that resonate with your audience.

Some of the areas you can track include:

• Demographic information such as age, sex and geographic location
• What else your website visitors are interested in (based on their other website visits) such as employment, real estate, movies and music
• And then what visitors are doing when they come to your website - where they come from, what pages they are visiting, how long they are on your website and what they are doing next.

With such a wealth of information available, clever marketers and businesses can create online and offline campaigns which will appeal more closely with their target audience. For example, if your highest value customers are female who like movies, creating campaigns that align with movie themes or incentivising purchases with movie tickets would most likely result in higher value purchases.

This is why monitoring more than just website traffic and visits is important. There is so much you can track; however, beware the sheer volumes of information. The real value in the numbers and graphics is what it means for your marketing; how it can help you get closer to your customers.

Icon has an expert digital and strategic marketing team who read reports and data each day and use it to create impactful marketing and sales campaigns.