Read Kendall Matthews review of Digital Marketing Analytics.
Authors Chuck Hemann and Ken Burbary breakdown consumer data into bite-size chunks and help you create actionable processes that deliver fast results.
To view more great resources, visit http://www.KendallMatthews.com
14. The continuous and rapid introduction of
new platforms, tools, data sources, and
media consumption devices (such as
mobile devices and tablets) have created
an environment that can make any
marketer’s head spin.
15. The challenge now lies in identifying
which unique composition of all
those choices is required to produce
the outcomes needed to achieve
your digital goals and objectives.”
20. 3) What sources are
driving traffic to your
competitors’ websites?
21. “Your website exists for a reason. More
specifically, it exists for a set of specific
conversion events.”
22. Leading web analytics platforms
provide insights regarding this key
area and answer questions about
how onsite user behaviors
lead to conversions.
23. “Do not get stuck in the trap of
trying to measure everything just
because the data is available.”
24. “Cutting through the clutter and
positioning your brand, your digital
outposts, and your brand content in
the best possible way to be
discovered is more critical today than
ever before.
25. In order to successfully do
that, brands need to first
understand how they
are currently
positioned,
29. “It’s not obvious on the surface, but
creating successful, personalized user
experiences can happen only
with a keen understanding of
the audience and their needs,
expectations, and behaviors.
30. This requires pulling in digital data
from a variety of sources and
performing rock-solid analyses.
31. The end result is a clear picture about
what makes an audience tick, and it
is something that you can begin to align
against as you develop your marketing
and advertising plans.
65. 5. In whatever software
solution your company is
using, document all the
elements of the situation. You
never know when that issue
may come up again.
71. “After you have identified the
keywords people are using
online, it is important to crossreference those words against
the words you are using on all
your properties.
72. Do they match the
words you are tagging
on your website? If
not, why?
73. The goals should be to
customize your content to what
the community is looking for
and also to make it as visible as
possible.
74. Are these words the
same words you are
using in social media
posts? If not, why?
75. Again, you need to ensure
that you are giving the
right content and that it is
very visible.
82. If you do a Google search
for your name,
what typically appears?”
83. “By this point in the book, you
have probably guessed that
we think digital media is
important.
84. We’re not the only people who
think so. According to a recent
report from Econsultancy, 68% of
companies report that they
expect increases for their digital
budgets over the next 12 months.
85. Anecdotally, we have heard
from several client-side
marketing professionals that
digital spending is going up,
while television spending is
decreasing….
86. This is not a trend that is likely to slow,
especially as brands attempt to
continue to capitalize on a new channel
that allows them to more frequently
communicate with key stakeholders
and drive new business leads.
87. What is also not going to change is
the abundance of data
available to communications
professionals.
88. In fact, the amount of
data is likely to go up
from here as social
media becomes more
mainstream.”
89. “The fact that 25% of your fans on
Facebook or followers on Twitter are
engaged with your content does not
necessarily translate into sales.”
90. Potential Tactics
• Build a Facebook brand page
• Establish a Twitter account
• Launch a YouTube channel
91. •Outreach to mainstream news outlets to
further a particular message
• Activate bloggers to grow the share of
conversation
92. “Because using mobile devices to consume
information has become so common, more
marketers are trying to…
102. In fact, Android devices are
growing six times faster than iOS
devices.
103. Android devices are taking more
of the market because Android is a
more open platform for
developers, has greater device
security, and has more widespread
availability.”
104. “The bottom line is that marketers
need to consider all platforms when
building new mobile-optimized
content.”
105. “Just in the past two years, the amount of traffic Internet sites
has received from mobile devices has exploded. According to
StatCounter (see Figure 20.4), 1% of site traffic came from mobile
devices as of December 2009.
107. This is a staggering increase, and
the trend line is only going to go
higher as mobile device and
smartphone adoption continues
to rise.
108. In some markets, the amount of
traffic coming from mobile
devices has surpassed the amount
coming from desktops.”
109. Interesting Statistics
•Gartner predicts that by the end of 2013, more than 60% of Fortune 500 companies
will “actively engage” customers with Facebook marketing, up from 20% in the fourth
quarter of 2011.
110. •Only 25% of business-run social media
accounts are defined by meaningful customer
engagement and consistent content
distribution (Altimeter Group).
111. •In the past year, 17% of customers have used
social media to get a customer service
response (American Express 2012 Customer
Barometer).
112. • Customers who engage with companies via social media spend 20% to 40%
more money with those companies than other customers (Bain & Company).
113. • More than 20% of consumers use social
media to seek information or to find deals or
recommendations (J.D. Power and
Associates).
•
114. •One survey found that 60% of customers feel
companies have generally improved their
response times over social media channels
(American Express 2012 Customer
Barometer).
115. “Content is the lifeblood of any marketing program,
digital or otherwise.
116. If your content is not
appropriately tailored for the
audience you are trying to
reach, the program will fail.