With the plethora of digital marketing strategies available for businesses, it has become critical to measure the success of these efforts. Therefore, they need to ensure a solid digital marketing management function to allow them to assess the effectiveness of their strategies and improve as per the feedback. This blog will discuss how digital marketing management works and its importance in the overall marketing effort.
What is Digital Marketing Management?
Digital marketing management is the administration and tracking of online marketing campaigns. Simply put, it is a performance measurement and evaluation technique used to determine the effectiveness of a digital marketing campaign. For example, it involves processes such as the evaluation of various digital marketing tactics like Search Engine Optimization (SEO), Pay-Per-Click (PPC) advertising, and content marketing. In a nutshell, the main goal of digital marketing management is to ensure that companies engage with potential customers in an effective and efficient manner.
Why is Digital Marketing Management Important?
With digital marketing management, companies can easily track an ad campaign’s effectiveness.
Digital marketing management helps companies fix issues in their marketing campaigns
Digital marketers can use digital marketing management to identify buyer persona and refine marketing strategies. This is because digital marketing management evaluates different aspects of a digital campaign to measure its performance. In this process, they extract deep insights into companies’ target audience and their preferences.
How to Measure the Success of Digital Marketing Campaigns
Marketers use many Key Performance Indicators (KPIs) to measure an online campaign’s success. These include:
1. Website Traffic
Companies can predict the success of a marketing campaign by tracking the number of users visiting their website before, during, and after the campaign. However, remember to establish a baseline before evaluating the website traffic to get accurate results.
2. Consider Qualitative Data
There are many marketing objectives that are difficult to quantify. Therefore, marketers use qualitative data to measure the success of a campaign. For example, if an organization wants to relaunch its products or services in a market, the main goal of their campaign will be to change consumers’ perspectives towards their company and its offerings. To assess the effectiveness of their marketing campaign, companies can measure perception changes among their target audience. They can do that through qualitative measurement methods such as focus groups and sentimental analysis.
3. Conversion Rate
It is the percentage of people who engage and interact with an ad. Marketers can easily measure the conversion rate of a campaign by evaluating the number of people who filled out an inquiry form or made contact through different online channels.
4. Digital Marketing Attribution Models
Digital marketing attribution models analyze the marketing channels or touchpoints that attract more customers. Additionally, digital marketing attribution allows companies to identify which strategies are more effective at driving conversions.
Companies can use digital marketing attribution models to determine how their digital assets are performing. Furthermore, this data can be used to determine the best platform for their marketing efforts. Therefore, they can make changes to the overall marketing campaign accordingly.
5. Click-Through-Rate (CTR) and Engagement Rate
CTR is the percentage of people who click on an ad. On the other hand, engagement rate measures the level of interaction the target audience has with promotional material. Marketers evaluate likes, shares, and comments to determine the engagement rate.
What Tools and Software are Used for Digital Marketing Management?
There are various digital marketing tools and software available to help marketers measure the performance of their campaigns. These include:
1. Social Media Marketing Tools
Marketers can use social media marketing tools like Hootsuite, Buffer, and Sprouts Social for content discovery, management, and scheduling. Additionally, these tools can be used to measure brand awareness and Return on Investment (ROI).
2. Email Marketing Tools
Marketers can use tools like Campaign Monitor, MailChimp, and HubSpot to measure the success of an email marketing campaign. Moreover, these tools can help create, execute, and complete successful email marketing campaigns.
3. Search Engine Optimization Tools
Search engine optimization refers to optimizing a website to increase its visibility and ranking on Search Engine Results Pages (SERPs). Marketers use tools like SEMrush, Ahrefs, and Moz to check the effectiveness of an SEO strategy.
4. Paid Search Tools
Marketers can use tools such as Google Ads Editor, Wordstream, and Bing Ads Editor to check the effectiveness of paid search campaigns.