JoAnne Gritter, COO of ddm Marketing + Communications, emphasizes the importance of evolving marketing metrics. Companies need to identify metrics that matter as trends change, from established benchmarks to emerging industry changes.
Gone are the days of placing an ad in a print publication and guessing the sales growth it will achieve. Social media growth, engagement rates, and even organic traffic are more than just buzzwords. The marketing metrics landscape is constantly evolving.
As we gain new ways to collect more detailed and accurate data points, marketers need to understand which metrics are gaining popularity and why.
Here's a quick summary of which traditional automated marketing metrics are still worth your attention, and which new ones are.
Established key metrics to watch
1. Social media metrics
Tracking your social media growth provides insight into expanding your online presence and audience reach. Additionally, by monitoring engagement rates, you can measure the level of interaction and connection with your audience and demonstrate the effectiveness of your content and campaigns.
2. Website traffic metrics
Understanding website traffic is the basis for evaluating the performance of online platforms. Organic traffic (visitors who found her website through free search results) provides insight into the effectiveness of your SEO efforts.
By monitoring traffic by channel, you can determine which channels are driving the most visitors and implement a targeted optimization strategy. Referral traffic shows visits from external sources and reveals the effectiveness of your partnerships and backlink strategies.
3. SEO indicators
Search Engine Optimization (SEO) is very important for increasing your online visibility and attracting organic traffic. Monitoring keyword rankings allows you to track your website's position in search engine results for specific keywords and guide your optimization efforts. Google's Quality Score evaluates the relevance and quality of your ads and landing pages, which influences your ad rank and cost-per-click.
4. User engagement metrics
User engagement metrics provide valuable insight into your audience's interaction and interest levels. Average page views per session indicate the depth and interest in exploring your website's content. Monitoring overall website traffic allows you to track the volume and patterns of visitor interactions, providing information for optimizing content and improving the user experience.
5. Conversion metrics
Ultimately, the success of your marketing efforts depends on converting visitors into customers or potential customers. Conversion rate measures the percentage of visitors who take a desired action, such as making a purchase or filling out a form, and reflects the effectiveness of your conversion optimization strategy.
Return on advertising spend (ROAS) evaluates the profitability of an advertising campaign by comparing the revenue generated to the amount spent on advertising, guiding budget allocation and campaign optimization efforts.
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New indicators to investigate
1. Data-driven personalization
Personalized campaigns are essential to stand out in a competitive market and demonstrate an understanding of individual customer needs and preferences. Metrics include the success rate of personalization campaigns and customer response to personalized content.
2. Voice search optimization
Voice search optimization is essential to ensure visibility and relevancy in an era where voice assistants increasingly shape consumer search behavior. It is essential to monitor metrics such as voice search impressions and conversion rates from voice searches.
3. Data privacy and compliance
In an era of rampant data breaches and privacy concerns, prioritizing data privacy and compliance is essential to maintaining customer trust and loyalty. Metrics to consider include compliance compliance and customer trust metrics.
4.Video marketing
Video marketing continues to dominate content consumption trends, offering unparalleled engagement and storytelling opportunities. It's important to track metrics like video engagement and conversions from video content.
5. Influencer marketing
As consumers become increasingly skeptical of traditional advertising, influencer marketing remains a priority for fostering authentic connections and driving purchase decisions. Check metrics like her ROI and audience sentiment for influencer campaigns.
6. Effectiveness of customer segmentation
Effective customer segmentation is the key to delivering personalized experiences that resonate with diverse audience segments and driving engagement and loyalty. Metrics to watch include segmentation accuracy and engagement with personalized content.
7. Brand advocacy metrics
Measuring brand advocacy is essential to harnessing the power of word-of-mouth marketing and leveraging the influence of loyal brand advocates. See metrics like advocate reach and customer-generated content metrics.
8. Cross-channel attribution model
Implementing cross-channel attribution models is critical to accurately measuring campaign effectiveness and optimizing resource allocation across expanding marketing channels. Evolving attribution models require tracking metrics such as multichannel attribution success and the impact of customer touchpoints.
Balance traditional and new metrics
Recent developments such as voice search, data privacy regulations, and the proliferation of influencer and video marketing have created a number of useful metrics. Not all of these metrics are relevant to marketing success, but ignoring them can leave you without actionable feedback from your business.
At the same time, don't ignore social media, SEO, user engagement, and conversion metrics that are proven to be successful. Even successful marketing campaigns often rely on these numbers to determine how to acquire new customers and retain existing audiences. A successful digital marketing strategy is all about how you adapt, adopt, and integrate the old and the new.
What steps have you taken to integrate new marketing metrics to drive your business? Let us know Facebook, Xand linkedin. We look forward to hearing from you!
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