Digital Marketing Roadmap (Phase 3)
The third phase in launching a successful digital marketing plan is Analysis, Adjustments, and Results.
Phase 3: Analysis, Adjustments, and Results
1. Analyze and Track Digital Analytics
- Determine the key performance indicators to measure the success or failure of campaigns.
- Utilize appropriate “big data” tools for leveraging data across all digital channels to generate analytical insight to reveal customer behaviors:
– Digital Analytics (Adobe Analytics, Google Analytics) to analyze website trends.
– Marketing Automation (Optify, HubSpot, Eloqua, Marketo) to track leads.
– Social Automation (Hootsuite, Sprout, Spredfast) to monitor and manage campaigns.
– Landing Page Optimization (Unbounce, MaxInbound) to test landing pages.
– Other Miscellaneous Tools (Social Mentions, Google Alerts) for various optimizations.
2. Measure Digital ROI
- Determine ROI from traffic, leads, and conversions from your organization’s website.
- Determine ROI from brand awareness and positive sentiment from social, PR, and Word of Mouth.
- Determine ROI from brand advocates from social, PR, and Word of Mouth.
In conclusion, digital marketers who use the right combination of paid, owned, and earned media for their organization will maximize their chances of acquiring new customers. The use of digital marketing tools to manage, monitor, and measure campaigns will result in better customer insights to produce more leads, build more brand awareness, create more trust, and generate more ROI.
Having a solid digital marketing plan is the best way to go from establishing a first-class online presence to creating a practical opportunity for a sale. With careful planning and focusing on the digital media and marketing tools that provide the most impact, an organization will be in prime position to achieve all of its digital goals.
