Marketing Analytics

  • One of the major advantages of digital marketing is that it is highly trackable and measurable. Once, the only trackable marketing pieces were coupons and similar direct mail offers. If a customer used the coupon, you knew the message resonated. Today, analytics allow marketers to track user behavior at a highly detailed level: how many times they click on a link, how much time they spend on a web page, how often they open emails, and much more. But the vast amount of information available about digital marketing performance can feel like drinking from a fire hose, and marketers must be able to truly understand what the data mean and how they should inform strategy.
  • Not only does this allow marketers to learn what is successful with consumers and adapt their marketing messages moving forward, it also means they can demonstrate their value to the company. Understanding all of this data and using it to make strategic decisions is an important part of a digital marketer’s work, and one that sets them apart from their traditional counterparts.
  • There are many tools available for measuring the success of digital marketing campaigns, and many marketers will use some combination of these tools, depending on their needs and their audience. One of the most used tools for marketing analytics is Google Analytics, which can be customized in nearly endless ways to measure how your site is performing, which keywords are bringing users to your site, how users are navigating through your website, and much more.
  • One of the major advantages of digital marketing is that it is highly trackable and measurable. Once, the only trackable marketing pieces were coupons and similar direct mail offers. If a customer used the coupon, you knew the message resonated. Today, analytics allow marketers to track user behavior at a highly detailed level: how many times they click on a link, how much time they spend on a web page, how often they open emails, and much more. But the vast amount of information available about digital marketing performance can feel like drinking from a fire hose, and marketers must be able to truly understand what the data mean and how they should inform strategy.

Digital Marketing Skills

  • Digital marketers support the wider marketing team and the strategic goals of the whole company by rolling out marketing strategies in the online environment, Hobson said. Digital marketers strive to be a voice for the customer and how they want to interact with a brand digitally, Rogers said. “(Marketers) strategically approach the brand’s channels to maximize investments, drive traffic and conversions, as well as manage integrated digital content,” she said.
  • The need to be where the customers are at all times means that digital marketers have a significant responsibility to be attuned to changes in technology, social media and software.
  • Technology changes quickly; the hot social media app of today may be all but abandoned by next year, but many of the foundational principles of marketing remain the same.
  • The need to be where the customers are at all times means that digital marketers have a significant responsibility to be attuned to changes in technology, social media and software.
  • Today, many employers are requiring experience in Google Analytics, Google and Facebook Ads, HubSpot and Hootsuite, according to Rogers. In a master's in digital marketing program, you'll learn the foundations of tools such as these, exploring and applying them through coursework. They are also looking for candidates who are proficient in Adobe Creative Suites and have a working knowledge of SEO and keyword research.
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  • However, some important pieces of the marketing puzzle have not changed since the days when companies primarily advertised in print, radio and TV. All marketers need strong communication skills and a strong basis in marketing principles.
  • Employers include these soft skills with the technology-related proficiencies in job posting requirements, according to Rogers.
  • "A basic tenant of marketing is communicating a marketing message to a target audience," she said. "... Not only must we communicate with our teammates, but we must be able to communicate to customers, executives and more. These folks are our target audience and without strong communication skills, messages will not be received in the way in which we intended."
  • Since digital marketing is a rapidly changing space and it is imperative for companies to stay up to date on new and emerging strategies, Hobson said. There are many ways that companies do this, some of which are the responsibility of digital marketers and some of which is done by other departments.
  • “Staying ahead of the competition has never been more important,” Rogers said. “The landscape for businesses is changing so rapidly, that is has become a key strategy to include looking to the competition to help inform your own digital strategy.”

Digital Marketing vs. Traditional Marketing

Traditional and digital marketing share the goal of connecting with a specific audience to raise awareness of a product or service. The biggest difference between the two is the tools they use to accomplish this goal.

Traditional marketing relies on, well, traditional modes of communication. Think billboards, direct mail flyers, telemarketing calls and ads on radio or television. While all of these forms of traditional marketing still exist, modern technology has expanded the possibilities for connecting with an audience.

Digital Marketing Components

Digital marketing spans across a massive network of digital touchpoints that customers interact with many times a day. To properly utilize these channels, you need to have an understanding of each.

Paid Search

Paid search, or pay-per-click (PPC) advertising, typically refers to the sponsored result on the top or side of a search engine results page (SERP). These ads charge you for every click and they can be tailored to appear when certain search terms are entered, so your ads are being targeted to audiences seeking something in particular. These ads can be extremely effective, as they rely on data gleaned from individuals’ online behavior and are used to boost website traffic by delivering relevant ads to the right people at the right time. These ads also involve retargeting, meaning that depending on the customers’ actions, marketing automation tools can craft unique, personal cross-platform ads.






Search Engine Optimization (SEO)

SEO is the process of optimizing the content, technical setup, and reach of your website, so that your pages appear at the top of a search engine result for a specific set of keyword terms. Using SEO can drive visitors to your site when they display behavior implying that they’re searching for relevant products, which can be a game changer considering that 90% of people searching haven’t formed an opinion about a brand yet. While PPC and retargeting have their place, organic online traffic earned through search engine optimization has enormous influence on search rankings and, by extension, organic site traffic. By using keywords and phrases, you can use SEO to massively increase visibility and begin a lasting customer relationship. SEO is defined as increasing a website’s rank in online search results, and thus its organic site traffic, by using popular keywords and phrases. Strong SEO strategies are hugely influential in digital marketing campaigns since visibility is the first step to a lasting customer relationship.

Content Marketing

Effective content marketing is not outwardly promotional in nature, but rather serves to educate and inspire consumers who are seeking information. When you offer content that is relevant to your audience, it can secure you as a thought leader and a trustworthy source of information, making it less likely that your other marketing efforts will be lost in the static. In the age of the self-directed buyer, content marketing gets three times more leads than paid search advertising, so it’s well worth the additional effort.

Social Media Marketing

The key to effective social media marketing goes far beyond simply having active social media accounts. You must also be weaving social elements into every aspect of your marketing efforts to create as many peer-to-peer sharing opportunities as possible. The more your audience is inspired to engage with your content, the more likely they are to share it, potentially inspiring their peers to become customers as well


Email Marketing

After more than two decades, email is still the quickest and most direct way to reach customers with critical information. Today, successful email campaigns must be incredibly engaging, relevant, informative, and entertaining to not get buried in your customer’s inbox. To succeed, your marketing emails should satisfy five core attributes. They must be trustworthy, relevant, conversational, coordinated across channels, and strategic.

Mobile Marketing

Mobile devices are kept in our pockets, sit next to our beds, and are checked constantly throughout the day. This makes marketing on mobile incredibly important—two-thirds of consumers can recall a specific brand they have seen advertised on mobile in the last week—but mobile is also very nuanced considering its intimate nature. SMS, MMS, and in-app marketing are all options to reach your customers on their devices, but beyond that, you must consider the coordination of your marketing efforts across your other digital marketing channels.

Marketing Automation

Marketing automation is an integral platform that ties all of your digital marketing together. In fact, companies that automate lead management see a 10% or more bump in revenue in six to nine months’ time. Without it, your campaigns will look like an unfinished puzzle with a crucial missing piece. Marketing automation software streamlines and automates marketing tasks and workflow, measures results, and calculates the return on investment (ROI) of your digital campaigns, helping you to grow revenue faster. Marketing automation can help you gain valuable insight into which programs are working and which aren’t, and it will provide metrics to allow you to speak to digital marketing’s efforts on your company’s bottom line.