Digital marketing encompasses the use of various digital technologies such as the internet and mobile telephony to market your business on digital platforms. Websites are at the core of digital marketing campaigns and they act as storefronts for all your prospective online clients. Well-designed and maintained sites that use various online marketing strategies such as SEO and SEM can help your business to increase sales. But setting up a site blindly without monitoring its progress as a digital marketing platform is useless because you’ll be unable to determine its ROI.
For instance, you should be able to know who visits your site and how do they link to it. You should also be able to determine their search history, search words, interests, and even their experience while on your site. Such information helps you to determine the visitors that are highly likely to become prospective clients. Notably, not all visitors who visit your site can become probable future clients.
This is where digital analytics comes in to help you analyze the traffic to your site and use the results to determine how well you can improve your online digital marketing campaign. Digital analytics entails the gathering, analysis, measurement, interpretation, and visualization of digital data with details on the behavior of visitors who land on your website or use your mobile apps.
Your business can use digital analytics results to optimize the consumer experience of the old clients and visitors who use your site, apps, and mobile sites. The acquired information can also help you to improve content offerings, ROI, and overall business success.
How does digital analytics help your business?
Better understanding of your prospective and old clients
Accurate statistical information is essential in understanding your prospective customers’ preferences, needs, and likes and dislikes. The information acquired from digital analytics can help your business to develop the demographic details of your clientele. In most cases, you can know your site visitors’ location, age, phone number, and likes or dislikes.
Having all this information is important for your online marketing campaign because it can help you to determine what to market to a specific demographic and how and when to market it. In essence, it gives you proper niche targeting in marketing.
Digital Marketing Strategy Improvement
Digital analytics can help you to determine what you should improve in your digital campaign. For instance, a campaign based on search engine marketing (SEM) or search engine optimization (SEO) requires that most visitors searching for products related to your industry and niche should see your content first on the search engine results page (SERPs).
However, if your SEO strategy fails to place your content on the first page, then most visitors looking for products or services that you offer may not be able to experience your online content and presence. If you determine through the digital analytics results that your content is never easily reached, then you have to optimize your SEO content well to improve your position on the SERPs.
This is important because online surveys have shown that 75% of most website visitors never navigate past the first search results page on most search engines.
Improved business-related predictions
The analyzed data in digital analytics processes can also allow your business to implement predictive analytics, which gives your business the ability to make data-driven decisions on when and how to market certain product lines. For instance, if well analyzed consumers’ shopping habits can help your business to predict when the demand of a certain product may increase or decline. Based on observed seasonal trends from the analyses, your business may also be able to predict future trends in the market.
Determining the success of marketing channels
Digital analytics can show which digital marketing channels or platforms are having the highest conversions and ROI. This information can be used to determine the digital marketing platforms with the best success rates.
Digital analytics is thus the provider of insight into how well your digital marketing campaigns are working on online platforms that you harness. If well-used it can help your business to improve its online marketing strategies effectively.