Digital Marketing is one of the most recent and yet the most popular professional arenas in recent times. It is the process of promotion and marketing of products and services online through various tactics. These tactics include social media marketing, search and email marketing, targeted ads, and so on. Simply, digital marketing – as the term suggests – is a marketing process only in the digital space.
Why Is Digital Marketing Needed?
In the current scenario, digital marketing is one of the most efficient ways to make an online space for a business. For start-ups and innovative companies, the first attempt is to make a mark on the digital space, and compared to traditional marketing methods, some of the biggest advantages of digital marketing are:
- Cost-Effective and Comfortable – the process of digital marketing has made the methods of door-to-door marketing almost obsolete today. One can spend their whole working hours and achieve success while they are in the comfort of their homes or office.
- Need of the Hour – digital marketing has shifted the working space for thousands of business employees completely to the digital space; a feature that just marks its importance in the time of physical distancing and remote working.
- A Bigger Crowd in Less Time – since it works entirely from the internet, the connected networks make it easier to get more customers and followers for a business.
Related Article: How to Get Free Website Traffic
Digital Marketing Metrics to Track
When one is involved in the business of digital marketing, one should be aware of the most important pointers that indicate success.
The ones to take special note of are listed below:
1. Website Traffic
Website traffic denotes the overall visitors to a site. This is one of the easiest methods to have an idea of how much engagement the website has had and helps set a benchmark for traffic over time.
With the help of Google Analytics, website traffic can be broken down into source/medium that helps decide a strategy to increase the visitors number. The Google Analytics dashboard mentioned below gives an overview of the parameters that have to be considered to check the website traffic status.
2. Channel-Specific Traffic
A channel can be considered a gateway to a website.
The kinds of channels that can be used are:
- Direct Visitors – the traffic that comes to be website directly by typing an URL into the browser.
- Organic Search – the traffic on a site based on a search query.
- Social Media – the traffic that can be measured by the number of people visiting social media platforms. This is mainly applicable to content marketing and other digital campaigns.
- Referrals – the traffic from this channel is mainly ad-based. It can be created by adding targeted ads on blogs and web pages.
If we take the example of writing services like TrustMyPaper, it can fall under the category of search-based channels as it is a specific requirement by users. This is how, channel-specific marketing is a way to categorize the different traffic sources, thus forming a marketing strategy. It is a great metric for digital campaigns and helps track engagement with various channels.
3. Time on Site
The measurement of a time on site is the best way to get an idea about the interest that is built among the number of visitors to the website. More time spent on a site indicates that the page content is of interest and drives people to spend more time on it. This metric is helpful to understand the overall performance of a site since it helps to optimize the content of a website, by analyzing the time spent on various sections of a site.
4. Search Trends
Several external factors influence digital traffic. For instance, there can be seasonal changes in the demand for certain commodities like clothes. This rise or fall in demand has to be checked carefully and planned out.
Accordingly, the use of keywords, the right target channels, and the level of competition at that point in time – helps determine how the campaign works out. The search trends will indicate the increasing or decreasing interest of the website visitors and hence, decide the traffic for a specific time frame.
5. Landing Pages
Landing pages are a critical component to understand the analytics of a website and a key marketing strategy. Landing pages of a website can generate traffic and leads at the same time. The landing pages have to be arranged in a manner that gives the visitors relevant information in one place.
Source: wordstream.com/blog/landing-page-examples
These are the pages that are connected to the website that helps the visitors navigate from one page to the other. Building a strategy, make landing pages arranged in a manner that keeps visitors on the site. The landing pages can be optimized from time to time, thus improving the website’s performance.
Also read: How to Drive Traffic to Your Website
6. Exit Rate
The exit rate indicates a percentage of visitors who exit a page after visiting several other web pages on the same website. Since the exit rate is concerned with the specific pages from which users are choosing to close the website, it is a way to analyze the quality of pages.
If a page has a greater exit rate, it helps one pick the pages that need to be worked on. This improves the chances of getting more traffic the next time there are visitors on the website.
The Future of Marketing
Traditional marketing involved the process of a person going from one place to another. This may be good for the reputation of a company and its customer relations, but it was time-consuming, tiring, and above all costly. So, a process like digital marketing has helped revolutionize this arena. Digital marketing professionals have the freedom to devote their time and focus on a certain amount of work and have a greater success rate than in the traditional method.
Most importantly, digital marketing has opened up a new avenue for employment. Young people with a knack for learning digital marketing skills and some time on their hands can make a brilliant career out of this. That is why digital marketing is one of the most relevant and essential professional lines there is today.
