The single greatest advantage of digital marketing is the ability to automatically generate real, actionable data.
It can be hard to track the results of broadcast marketing: you can ask users to mention a radio ad to receive a discount, but some results will still escape detection. New customers might forget to mention the ad, even though they were swayed by your efforts.
By contrast, digital marketing affords a tremendous amount of data about the efficacy of your efforts. Direct email platforms will tell you exactly how many of your emails are opened. Comparing different landing pages will tell you the number of visitors compelled by call-to-action “A” compared to call-to-action “B.” You can even learn the exact second when viewers decide to close your YouTube video.
If you are not tracking the results of what you do, you are missing out on the biggest benefit of the digital age. Every digital marketing effort you take should be measured for a baseline, and new efforts that exceeded that expectation should be analyzed to identity new best practices. Always measure. Always improve…
