Post by account_disabled on Jan 10, 2024 1:12:54 GMT -8
if it wants to survive in the coming years. Continue reading: The era of browsers in digital advertising About or author Dilmar Ames SEO and Analytics Consultant. I help companies improve their positioning in their searches and also their results. Free tips to optimize your site! Receive weekly tips on SEO, analytics and WordPress. Digital strategies and insights to improve your conversations. Marketing that does not generate results 08/30/2023 Analytics , Strategy Metrics 4 minutes for reading Digital marketing Over the past 10 years I have worked with relatively large clients and complex marketing and data analytics teams. Generally, the larger the company, the more it invests in marketing that does not generate results.
In the “age of data,” the “end of guesswork” (as some analytics gurus like to emblazon on their t-shirts) is a foolish, utopian vision. Index The data problem Expanded perspective Focus on what needs to be measured Don't kill HiPPO, learn from her The data problem One of the premises of digital marketing is that (almost) everything can be measured. Consequently, companies are increasingly investing in marketing equipment and tools to B2B Email List measure all possible metrics. I'm not going to get into the merits of data quality in this article, but I can assure you that many companies wouldn't even need analysts to analyze that erroneously collected data. Also read: «Digital marketing metrics: which ones are important? « Coming back.
Offline, you invest an amount in television or a newspaper, for example, and you know that more than half of the investment is being wasted. It is not known which half it is. Online, the most skilled teams are able to measure and understand with some degree of precision that many strategies are not generating results. And this is where conflicts and frustrations begin. Many companies invest significant amounts in media such as Facebook, Instagram, WhatsApp and TikTok. When they analyze the results, they realize that the return has been practically zero and that a large part of the investment has been wasted money. The amounts invested in campaigns that do not generate results can exceed 70% of the marketing budget in some companies . Even so, the following year the budget for the same campaigns will be there, and often with an increase.
In the “age of data,” the “end of guesswork” (as some analytics gurus like to emblazon on their t-shirts) is a foolish, utopian vision. Index The data problem Expanded perspective Focus on what needs to be measured Don't kill HiPPO, learn from her The data problem One of the premises of digital marketing is that (almost) everything can be measured. Consequently, companies are increasingly investing in marketing equipment and tools to B2B Email List measure all possible metrics. I'm not going to get into the merits of data quality in this article, but I can assure you that many companies wouldn't even need analysts to analyze that erroneously collected data. Also read: «Digital marketing metrics: which ones are important? « Coming back.
Offline, you invest an amount in television or a newspaper, for example, and you know that more than half of the investment is being wasted. It is not known which half it is. Online, the most skilled teams are able to measure and understand with some degree of precision that many strategies are not generating results. And this is where conflicts and frustrations begin. Many companies invest significant amounts in media such as Facebook, Instagram, WhatsApp and TikTok. When they analyze the results, they realize that the return has been practically zero and that a large part of the investment has been wasted money. The amounts invested in campaigns that do not generate results can exceed 70% of the marketing budget in some companies . Even so, the following year the budget for the same campaigns will be there, and often with an increase.