Digital Media Analytics- Everything that You should Know

The internet serves all the information and media you need on a platter, anytime you wish. The proliferation of mobile devices makes all of this information accessible on the go, and cloud computing provides the computing horsepower at the backend. Because of this, the consumer has become more demanding, and to feed the constant hunger for new information, organizations are constantly looking for new ways to collate, analyze and present meaningful data to their audiences. Critical decisions around targeting, segmenting, and eventually, profits are closely linked to effective data collection and management. To boost profits, organizations need to get the most out of their sales and marketing campaigns.

 What is Digital Media Analytics?

Digital Media Analytics can be simply defined as the analysis of qualitative and quantitative information flowing from your business and using it to understand user behavior. To understand this better, you need to analyze an organization’s varied requirements at various stages. 

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Digital Media Analysis; What Are The Objectives?

 Consumers spend more and more time online, and brands are fighting to get their consumer’s attention or to engage with them. Supported by research we see that brands are acting accordingly and are shifting their media budget more and more to digital, the so-called Digital Media.

 Digital Media serves several purposes. Purposes of Digital Media might be that you want the audience to be aware of your brand, of your products, or for example of an event that you will be running.   

 No matter what the actual objective of a website is, the one thing websites have in common is that consumers need to be aware of the website one way or another. Generating awareness can be done in many, ways. When you only think of online, we can already list social media, SEO, SEA, display advertising, affiliates, and many more.

 The effectiveness of all these Digital Media types depends on the objective of the website. Digital Media should serve this objective. Consequently, the actual objective of the website should be clear.

 So, what is the actual objective of your website? Do you want visitors to buy a product, participate in a competition, or for example watch a branded video? As these might all be purposes of having a website, Digital Media used to attract visitors should be analyzed against these objectives.

 Let’s say you have a brand website and that the actual objective of the campaign on the website is that your audience watches a video. In that case, you are using Digital Media to not only attract visitors to your website, but you aim to attract visitors that watch that particular video on the website.

 To analyze the effectiveness of the different Digital Media Channels an analysis has to be made of your Digital Media in combination with user behavior on your website.

 Analysis of only Digital Media won’t give you the right insight. For example, an ad might have a zillion clicks, and based upon this information you believe you have the perfect ad. However, this doesn’t make sense when nobody is watching your branded video on the website.

 It also works the other way around. Looking at your web analytics data you might see that a high number of visitors watch the video on your website. However, when it’s not tied back to your Digital Media, you will never be able to say whether the increase in views has been a result of your Digital Media initiatives.

 So, to spend your Digital Media budget effectively and efficiently, a link between your Digital Media initiatives and the actual objective is needed. Analysis of Digital Media against these objectives helps you to determine which Digital Media types are most effective in achieving these objectives, and consequently where you might want to attribute a higher percentage of your budget too.

Inception

This is the first stage where the management decides to launch a product. The main aim is to create a seamless and efficient product. The focus at this stage would be to spend less and then see how users are reacting to the product.

Growth Phase

This is the second stage where you would have data around the user reactions to your product. The main focus at this stage should be to expand the reach of the product by all the profits made in the inception phase. In this phase, it is very critical to understand the marketing channels that are performing well for your business, and this can be achieved only by extensive testing. You need to have a check on the Return Of Investment (ROI) on each marketing channel.

Aiming Retention

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At this stage, you have enough members visiting your portal, so the main focus at this stage would be to get sales from your existing customers, and at the same try to acquire new customers. At this point, you would probably be a market leader so the focus should also be to maintain the positions by exploring new market channels and also be innovative to ensure customers are engaged.

What does an digital analyst do?

 Digital analysts are people who are tasked with making sure reports, analyses, and dashboards perfectly reflect vital information about their companies’ digital assets. they frequently use customer relationship management (CMR) software and robust intelligence tools during their data analysis work. 

Purpose and characteristics of Digital Media:

Digital media is any method of storing, transmitting, receiving, and manipulating data in digital form. Sound, images, text, and video are all available in digital format for use on a computer system, iPad, or other similar devices. Digital media allows for the exchange of information in a wide range of forms. The information can be for purposes such as entertainment, illus­tration, or communication.

 Digital media is the product of digital data processed electronically, stored as a file, and transmitted within computer systems and across networks. This could be done via Bluetooth as an email attachment, over wifi, or using a phone’s cellular network.

 Digital data is represented by a system known as binary code. This is a series of digits expressed in 1s and 0s. Text, images, sound, and video can all be handled as a series of these digits by assigns a bit string to each symbol or instruction.

 Digital media can be copied perfectly. To understand the importance of this, consider the older technology of a standard VHS tape. It holds analog or variable data. Every time you copy or transfer the analog data on the tape there is a degradation (reduction) of quality. Digital data on a DVD (digital versatile disk) or other Digital sources can be copied perfectly, with no degradation of quality, as many times as required.

Top 9 web analytics tools used by professionals

When the topic of analytics comes up, people might immediately think of the industry leader, Google Analytics; but that’s just the tip of a vast web analytics iceberg.

Here are the top nine web analytics tools used by over 2000 professionals, in order of popularity:

• Google Analytics
• Adobe Analytics
• Mixpanel
• Matomo
• StatCounter
• Yandex Metrica
• Amplitude
• Baidu Analytics
• HubSpot

Measurable Digital Media KPIs

Key Performance Indicators (KPIs) are the key metrics that indicate performance and allows users to deduce a report.

The KPIs Needed For Digital Media Analytics

We use the following diagram to help our clients understand how goals and KPIs work together to help choose the right digital media analytics, that will guide their company in the direction of proving real return on investment versus focusing on vanity metrics. 

Awareness:

While we don’t like to focus on vanity metrics, which are often defined as fan/follower counts or “likes” and favorites, they do play a role in community growth and can’t always be dismissed.

Two big ways in which we look at awareness goals are:

1. Community Growth: The increase of fans and followers on social media channels

2. Social Traffic: The increase of traffic coming from social media sites to a website or blog; which is another way to see if your social content marketing efforts are paying off

Every client has different key performance indicators they require when tracking goals, so we like to use a simple metrics baseline and then track those metrics. 

Engagement:

If you’re putting time and money into a social media platform, you want to see potential customers engage with you there.

Again, you want to be cautious of vanity metrics, so we like to look at engagement that serves a purpose, like:

· Brand/product feedback

· Reviews

· Shares of voice and volume, like mentions or use of brand or campaign hashtags

· Check-ins

Conversions:

I don’t think we’ve ever had a client not want some kind of return on investment (ROI) or conversion to prove social media success.

And just like any other goal, conversions can be plagued by vanity metrics, too. If 1,000 people download your lead magnet on social media but not one of them converts to a paying customer, you have 1,000 conversions that don’t amount to ROI.

While dollar-for-dollar returns can be harder to track, we find clients love leads as a social conversion. Because leads can lead to customers.

Google Analytics is one of the most powerful analytical tools available today. More than 56% of all websites in the world use Google Analytics. There are other tools too, like spring metrics, Omniture, and kissmetrics. One of the main advantages of using google analytics is that it can easily be integrated into many google properties like google AdWords and AdSense.

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The importance of digital marketing analytics

The drive to understand customers is increasing and so is the need for reliable real-time analytics. While social media and online usage are on the rise, so is digital marketing data. Social media and other digital marketing tools can be the key to the customer’s needs, and how they feel about a certain product.

Once the data is collected from a variety of social media sites and digital marketing campaigns and analyzed it can give a business real leverage to target their audience.

Understand the customer

Data is essential to understand how your target audience thinks and analyze how digital marketing can build the demographic of the customer. Much of the time it can give a complete picture of the person with data including, age and location as well as likes and dislikes.

Knowing this data can be beneficial to any company as it can help them decide what should be marketing to each demographic, allowing them to target their audience. By analyzing this data, a business can utilize digital marketing tools like social media.

Improvement

The data from digital marketing campaigns can help a business to not just understand their customer but also improve how they market to them. The analysis of data behind a campaign can help to pinpoint the success of, why, and how the audience interacted with it.

Once the data has been analyzed it can be used to help refine and improve, not just campaigns but where it is marketed and how often it is being sent, for example, does social media have more engagement for a particular campaign rather than a newsletter. This data can help the business with cost savings, as they will be able to see which channels are working and which to stop.

Predictions

When the data is being analyzed it can also allow for the use of predictive analytics, giving the business the ability to make a data-driven decision on what to market and when. When the data is taken from consumer shopping habits trends can start to form. 

This data can also help to see how future trends may take shape, this can be massively influenced by social media. As trends can quickly emerge marketers can look at what their audience is talking about and sharing online and predict trends and patterns on what might become the next ‘big thing’.

There are many reasons why businesses should be investing in digital marketing analytics, and these are just a few of them. With social media and digital marketing at the forefront of reaching customers getting the data and analytics of campaigns are essential.

As the online usage grows so is the data and analytics and I’m excited to see how far this can go and how targeted we really can make our digital marketing campaign.

Why Digital Marketing is the Key to Success for Your Business

When creating a marketing strategy you may find yourself asking why digital marketing over another more traditional form of marketing?

What are the benefits? Are there any downfalls? Is it worth the money? Is it hard? Is it fast? Will it even work?

If you are just starting and marketing isn’t your cup of tea, then take some time to learn why digital marketing can help you build a profitable business. Before we can talk about why digital marketing is king, let’s first define it.

Digital marketing is an umbrella term for any type of online marketing including SEO, PPC, email marketing, content marketing, and social media marketing.

PPC in Digital Marketing

PPC stands for “pay per click” and is attributed to Google’s search and display ads. When you run these ads on Google, you pay a set price each time someone clicks on your advertisement. You will need to come up with a keyword strategy that aligns with your business.

There is a lot that goes into a keyword strategy like choosing words with high search volume that have a low cost per click. When Google users search your target keywords your ads will appear. With PPC you have the power to create your ads and you are also in full control of your budget. Some keywords are relatively inexpensive per click like “men’s t-shirts” at $1.70 per click whereas some are extremely expensive like “car accident lawyers” at $209 per click.

You need a strategy to make sure you are reaching the right audience and getting the highest conversion rates possible.

SEO in Digital Marketing:

SEO stands for search engine optimization. SEO is how you organically rank in Google search. This means that you are not paying to do so like you are with PPC. Everyone wants their business to be on the first page or at least in the top three organic search results because those get the most traffic from potential customers.

How do you rank in search engines without spending money?

You optimize your content with keywords! Keywords are the powerhouse of SEO. To rank, you will need to strategically add keywords to your copy, H1 tag, title and meta description, and image alt tags.

You will also need an ongoing SEO strategy that involves blogging and acquiring backlinks to build your website’s authority and make your online presence stronger.

Email in digital marketing:

Email marketing is a powerful marketing channel, a form of direct marketing as well as digital marketing, that uses email to promote your business’s products or services. It can help make your customers aware of your latest items or offers by integrating them into your marketing automation efforts.

Get Social in Digital Marketing:

Social media marketing is a form of digital marketing that involves marketing across social media channels like Facebook, Instagram, Twitter, etc. Advertising campaigns on social media are quick to set up and you can target these ads to specific groups of people.

The amount of data that is collected through social media can help you tweak ads to make them more aligned with what your customers want to see as well as make your dollar stretch as far as it can. Advertising on social media is by far the cheapest way to advertise.

Why Digital Marketing Comes Out On Top

The digital marketing stream is not reversed for large corporations. Regardless of size, industry, or geography, digital is a necessity for growth and business, today and beyond.

Here are 13 reasons that marketers can use to defend their digital marketing case:

• Digital Marketing costs less.
• Small businesses are more Competitive.
• ROI measures Program results.
• Online market share clarifies sales figures.
• Easier A/b testing hones Communications.
• Mobile marketing increases Engagement.
• Analytics improve Business Models.
• Digital delivers Personalised attention.
• Account-Based marketing closes Bigger B2B accounts. 
• Marketing automation lets you grow bigger than ever.
• Email marketing still Communicates best.
• Social media builds trust.
• SEO puts your brand where the audience can find it.

The 3 types of Digital Media:

• Earned Media
• Owned Media
• Paid Media

Best Digital Analytics Software: 

Marketing analytics software encompasses tools and processes which enable an organization to manage, evaluate, and control its marketing efforts by measuring marketing performance. In short, these solutions simplify and optimize a business’s marketing strategies and activities. With the use of marketing analytics software, businesses can improve their return on investment (ROI) by identifying effective marketing methods and adjusting campaigns to maximize conversions and sales.

Top 10 Digital Analytics Software:

• Google Analytics   
• Looker
• Amplitude
• Pendo
• Siteimprove
• Heap Mixpanel
• Semrush
• Abode Analytics

• Smartlook

What is the difference between Digital Media and Digital Marketing?

Digital marketing uses both online and offline digital means to reach out to the target audience, while social media marketing is limited to online boundaries. Your digital media marketing campaign may use a variety of channels such as mobile advertisements, TV, online advertising, SMS, etc.

What is the difference between digital media and digital marketing?

 Digital marketing uses both online and offline digital means to reach out to the target audience, while social media marketing is limited to online boundaries. Your digital media marketing campaign may use a variety of channels such as mobile advertisements, TV, online advertising, SMS, etc.

Digital Analytics in Marketing is two-fold. 1st, it’s employing marketing analytics tools to identify and understand the customer journey. And 2nd, it involves building a comprehensive marketing strategy around what you learn, and you need each of them to develop a comprehensive strategy.

Why Digital Marketing for your business?

The first time the term “digital marketing” was used was in 1990 with the advent of the first search engine. It’s been around for quite some time now and is backed by tons of research and use. If you are scared to jump into the digital world, it’s time to take the plunge. The options are endless and that’s why digital marketing should be at the top of your list when creating a marketing strategy for your business.

Conclusion:

More and more small businesses are implementing a digital marketing strategy to efficiently reach and engage their target consumers online. Digital marketing tactics have proved to be the most cost-effective way to reach potential customers. Digital media and the marketing has many advancement and improvement in its strategy. so keep reading this blog to know more about it.

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• Top 20 Digital Marketers in India
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