How to Prepare for Optimization of Digital Marketing Campaigns
The optimization of digital marketing campaigns should consider always the intended audience and the digital Outcomes to be obtained. For best results we should follow a practice that is consistent with the pursuit of our objectives online and offline.
Goals
It is very important to define the goal to achieve, which may be brand awareness (reach and interaction), sale (online and offline), submission of forms such as requests for information or registrations in newsletter;
These objectives were agreed upon as micro-objectives because they are those objectives that help to “enter” the initial stages of the customer journey
The journey of the customer, known by the experts as “customer journey”, this concept helps us to enhance the communication on different stages and are extremely important to understand the challenges and needs of the customer during this process that will lead ideally brand loyalty and increased customer value. To make a good digital marketing campaign we must consider the diagram below (Each brand / organization will have its own customer journey).
Digital Channels and main KPI’S and Metrics
In brief we can state that the best indicator is the conversion rate, that is, the number of times that potential customers went to our website and the landing page and converted, in the action we wanted, commonly called CTA Call to action, but it is also important to realize also by digital channel like:
· • Email Marketing à What is the best subject? for the Email Opening rate, as well as the conversion rate on the website when it arrives
· Social Media à Reach and engagement and Conversion rate
· Social “Ads” à Website Conversion rate
· Display Advertising
Landing Page
Landing page to use must have the different characteristics considering the objectives described above, should lead to completion of the purpose. We should not forget that the page should contain content relevant to the action, as well as appropriate images. The consistency of brand values should be recognized by all in all channels.
Links Preparation
Prepare a link to understand the origin of the campaigns, such as the source (identified in the utm_source parameter), the medium such as social networks (identified in the utm_medium parameter), as well as the campaign (identified in the utm_campaign parameter)
Example:
https://digital-outcomes.eu?utm_source=medium&utm_medium=social&utm_campaign=2k18-aug-optimization this is real link to my website and I will be aware about how many reader’s follow this link, from medium and from this campaign since I can change the source and medium maintaining the campaign name 2k18-aug-optimization
