Digital Marketing Analytics – “Is What You See is What You are Getting?”

Tell me honestly, how many devices you are logged in at your home.

Your cell phone, your TV, your kid’s tablet and so on.

In how many of them are you actually watching YouTube or other media; is it you or is it your kids, your parents or others at your home.

So, what does the analytics says. An adult male/female watching xyz video/ad, n number of times in a day.

Digital marketing analytics is often misleading. Number of clicks, number of views etc. are calculations based on the algorithm of the tool.

Can they define the real outcome?

Defining the digital marketing strategy is challenging. It is not just the keyword or content. Digital medium itself is one of the prime factors of digital marketing.

Your product or service itself should define your digital marketing strategy. You cannot control who is watching your ad, but you can control your ad to be displayed in the right medium and at the right time. Definitely geo targeting etc. are important as a sub strategy.

Ask questions to yourself. Who all can influence the buying decisions? Where are they present usually? What do they watch often?

One wrong decision can cost you heavily in digital marketing.

What else?

• In your ads or any sort of marketing activity, always keep a channel open for prospects to reach you. It should be a short and clear path. Simple email, phone, contact form etc. Don’t ask everything there in the form.
• Don’t propose everything in one ad. Don't be very generic. Be very particular in every ad. You can make multiple ads for multiple services or products.
• Knowledge sharing is important. This tells prospects that you are not someone with dad’s money (or may be those “angel investor’s” money) in the market. Tell them how much you know about the business you are in.
• Be a doctor to the prospects. Tell them the right solution and charge for what is needed. Trust building is what keeps you alive in the market.
• Human mind tends to memorize visuals easily. Be very creative in preparing these visuals.

Other than that, get out of your chair. The world is not digital, rather it’s very human still. Go to seminars, networking events. Make strategy to spread the “word of mouth branding”. That has been a proven strategy since ages.

I would love to see comments as individual thoughts. Every input is important for defining a better strategy.

Thanks

Chandra S Joshi