Measuring the impact of a marketing campaign or activity can be a challenging process. Especially when we’re talking in intangible terms such as ‘enhanced brand awareness’, ‘strengthening customer value’ and ‘customer loyalty’.
However, in terms of digital marketing there are some great tools we can use to measure KPI’s and ROI (Key Performance Indicators and Return on Investment).
1. Website Visits & Channel Specific Traffic
Clicks to any page on your website are measurable through analytics. Essentially this means that we are able to measure the effectiveness of campaigns that are driving traffic to your website. For example, if the objective of a particular marketing campaign is to drive traffic from your Facebook page to your websites ‘Shop Now’ page, we can measure how many click-throughs there are to the Shop Now page from Facebook. If the campaign is successful, we should see the clicks on the Shop Now page increasing across the campaign timeline.
For anyone using WordPress to blog, you may notice that there is a ‘Page Referral’ section within your Statistics page, this is a great example of channel specific traffic. If most people are accessing your blog content through our blog post thread on Facebook, you will find that Facebook is a common referral to your blog page on your website.
2. Facebook Post Engagement
Facebook’s News Feed algorithm has placed a high level of importance on post engagement: that’s clicks, likes, comments and shares. Each interaction behaves as a endorsement for the relevance and quality of your post. With the most recent algorithm change, posts that receive greater engagement from followers will appear in News Feeds more often. The success of your Facebook page is heavily reliant on engagement with consumers. On the Facebook Pages application, you can gain valuable insight as to when your consumers are online and what types of content they respond best to (photos, videos, text etc). This allows maximisation of engagement from your target market, including current and potential customers.
In marketing, sales are always a KPI of a campaign’s overall success. If sales have not increased over the period of a planned marketing activity or campaign, it is likely that:
a. The objective was not targeted to increased sales at all
b. The campaign was unsuccessful
Measuring sales can be difficult as there are many factors, e.g. economical, that may impact a consumers purchase behaviour. However, as a general rule if the marketing efforts are successful, it should be reflected within the overall revenue growth.
Applicable metrics can depend on the overall campaign goals and objectives, however these are three common measurement tools for online digital marketing campaigns.
What types of tools have you guys used in your digital experiences? I have found the Facebook Pages application and Google Webmaster/Google Analytics to be two very very helpful platforms. Would love to know of any other measurement tools you would recommend!