Allocate resources with greater intelligence.
Savvy digital marketers interpret marketing data and extract insight to help:
- Identify opportunities, prioritize resources, plan actions.
- Guide SEO and leverage search behavior.
- Investigate and leverage Artificial Intelligence Optimization (AIO).
- Increase value from existing content and fill content gaps.
- Evaluate campaign ROI and make adjustments (agile marketing).
- Inform/Influence design, navigation, messaging, and Calls to Action (CTAs).
- Prioritize AI and MarTech technology adoption and applications.
- Ad channel selection, tactics, targeting, and budget allocation.
- Uncover issues that limit discovery and engagement.
- Test, learn, repeat.
Does your digital marketing team include the key players that you need?
Marketing teams come in all sizes and capabilities. Your team needs a data interrogation role that uncovers insight, answers questions, drives strategy and tactics and ensures that resources are allocated with intelligence.
If you don’t know the value of your activity you are likely wasting resources and missing out on opportunities. While many go through the motions, launching websites and campaigns, generating text, video and audio, then checking the box, ROI is lacking or missing entirely.
Examine the data. Ask questions. Challenge outcomes. Test. Learn.
Things are changing fast. Are you keeping up?
Have you settled on doing things the same way that you always have?
When was the last time you tuned your marketing operatoins?
Get curious. Ask questions. Challenge yourself and your company.
The core concepts have not changed. And at the same time, so much has. You need to ask questions and seek answers, relentlessly. Don’t fall into the trap of launching and forgetting and not critically evaluating outcomes and making adjustments.
Do you know the ROI of your marketing investment?
Determining the ROI of you online marketing investment can be a challenge. Depending on the size and sophistication of your company, your ability to navigate, extract insight from, and create marketing action plans based on data and insight, varies. You must be nimble and prepare to adjust your strategy and tactics. Don’t let an undesired campaign performance play out; dive into the data, learn, rethink, test, and re-launch if necessary. At the end of every campaign, get the principals together and evaluate results, then determine what you will do differently next time.
Data must guide your digital marketing moves, do you know how to use it?
You could reside in a company large or small, and still relatively profitable, without in-house or outsourced digital marketing data analysis expertise. Profitable, in spite of wasting a large portion of your marketing budget. How would you know? What would enable even greater success?
A lack of critical analysis is costing you.
The lack of expertise in extracting insight and value from your digital marketing data is costing you. Data identifies opportunities and points to to your next moves. Should you buy the new marketing technology that staff and vendors keep pushing you to do or should you hire a writer or marketing specialist? Where should you focus you ad dollars? Is your website delivering value? How would you know?
You could be launching campaigns and running a website, measuring success by the number of campaigns you ran, videos you created, or impressions and clicks you recorded. You show page views and downloads. Does it matter? Did you receive sufficient value from the resource spend? How do you know? Have you connected your web lead generation form to your CRM so that you can measure sales pipeline from marketing investment. Do you know how to value branding campaigns where you don’t necessarily expect to see a quick return measured by lead generation?
Does your digital marketing team need a pinch hitter?
Maybe you need a digital marketing audit to see where you stand and get an expert outside opinion on what steps to take. Or maybe you need a part-time member of your staff to coach your team, develop a data-driven mindset, move the needle and score some runs. Let’s talk.