There are two unique marketing strategies in play nowadays: conventional media (TV, radio, magazines and print advertising) and digital media (Internet advertising and social networks). Each has its own pros and cons that should be identified to prior to gauging their effectiveness for a given marketing campaign.
- Which of the two is the one that best suits my business?
- As part of the answer to this query, five aspects should be considered:
- Design a marketing plan that can reach a lot more users.
- Choose the most economical and cost effective of the two strategies.
- Use a platform that generates immediate responses.
- Real and reliable information about the impact of campaigns through web analytics metrics or rating analysis.
- Finally, the analysis of return on investment (ROI), i.e. if the marketing efforts are producing the expected economic results
Digital Marketing Could Deliver Better Results
Taking into account the aforementioned five aspects, we can see why digital marketing is becoming more widespread compared to conventional marketing. It can provide quantifiable results in a much more agile and efficient manner when compared to the alternative. This is due to the innovative tools that exist online which are available to all companies and individuals who advertise in the digital world.
However, we must not completely rule out traditional marketing. Many companies have managed to make an almost perfect combination between the two strategies, achieving good profitability and brand loyalty as a consequence.
At present there are certain advisory companies that provide digital marketing advice with the sole purpose of guiding their clients to choose the best strategy, depending on the budget and the vision of each business.
Traditional and digital marketing fusion
No one can deny the impact that it would produce if for example: a fast food restaurant puts a giant fence on one of the main avenues of Los Angeles, promoting the menu of the day while also including promotions online via tablets & cell phones.
However, not all companies are able to invest millions in merged advertising or using both strategies together as their greatest strength to attract consumers. That is why digital marketing has another point in its favor: its cost.
Both its implementation and its analytical part are much more economical and affordable compared to the investment in conventional media such as TV, radio, billboards among others.
How are digital marketing results measured?
If you decide to adopt a digital marketing strategy as a medium or small business, it would be very helpful to know how you can measure the results of the marketing campaign tangibly, or through ROI, to be clearer.
These are the 3 most used tactics on the internet to maximize your investment and to know if your campaign is actually running successfully:
1. Number of visits to your webpage:
Funneling potential and current customers to the website of your company should be the main objective in your digital marketing strategy. It is important to be able to measure how many people interact with it.
For example, Google Analytics is an elaborate tool to measure website visits. In addition to sales and conversions of any business on the Internet, this tool can define the number of users that enter a webpage and among them who is a recurring visitor and who is coming in for the first time.
You can also measure total visits through tactics such as PPC (Pay Per Click). This refers to the fact that some companies pay for the number of times someone enters a specific page or refers someone to your company by purchasing a certain product or service.
2. Influence of Traffic by Channel:
In Google Analytics you can find a section called acquisitions. It serves to segment traffic (people accessing the website) based on its point of origin. That is, this measurement indicates what channels or advertising media were more effective and which were not so influential.
For example: If they came directly to your page without any external influence; if they were referred by someone. Organic, if they were influenced by reading a blog or an article and ended up hooked on one of your pages and finally if they came via social posts published on Facebook, Twitter or others.
This is a very effective way to test ROI in a digital marketing strategy because it gives you very real and up-to-date results of what is happening in real life and how customers interact with your advertising content.
3. Number of conversions:
This is one of the most appropriate ways to know if your money is paying off in your digital campaign. That is, if your efforts, money and dedication are having any effect on the target or target group.
Depending on how your page is built, you could get the number of conversions using online order forms, or an online shopping cart. If you wish, you can also go back to Google Analytics for this purpose.