Digital marketing is an all encompassing term for the marketing of products and services through digital technologies which mainly focuses on Internet and mobile phones and display advertising. Digital marketing has changed how businesses and services utilize technology for marketing. Digital marketing has seen a rise in the number of digital platforms for the setting up of businesses and services online. These platforms are cloud based platforms with several features and functions. A techie might find it easy to learn the operations of the platforms. Other businesses may seek digital marketing services from agencies or other professionals. The businesses may employ a full time professional or seek independent professionals.
Digital marketing includes several activites such as search engine optimization (seo), search engine marketing (sem), content marketing, automation, analytics, ecommerce, social media marketing, e-books, and several other forms of digital media. Businesses and organization in Chennai may seek seo consultant Chennai [and other web analytic services in Chennai] for effective marketing strategies via digital platforms.. Both these services are very essential for efficient operations and increased ROI on the platforms.
Most digital marketing campaigns have weak analytics. Several companies stated that they require professionals who can analyse the large amounts of data generated by the company. Online marketing and content marketing professionals must ensure that they bring the best data to improve performance. The professionals must upgrade themselves with operational skills and content planning skills.
Research by Gartner suggests that there will be 4.4 million big data jobs available in the next 2 years. It also proposes that only one third of these requirements will be filled for lack of qualification or certification. The word data in digital marketing relates to big data, campaign data, mobile data, product data, performance data and tracking data. This implies that professional in the world of SEO and content marketers need to improve their data capabilities to stay ahead of others. This implies that businesses and services must be able to successfully manage campaigns that require strong manual and technological data analysis capabilities. Data capabilities can help stay ahead of competition and succeed.
The company needs a multi-channel approach to succeed in digital marketing performance. Analytics requires that the company must define their metrics and develop a strategy, collect relevant data, develop reporting features and capabilities along with ongoing analysis and implementation. Each of these core components need to be analysed and separate strategies to merge into success must be planned to attain high ROI. A successful data plan requires identifying and building specific tools interpretation of charts but most of all relies on valuable data and ensuring that major decisions are data driven and functioning of the business are data driven.
The company in order to succeed must create an environment of democratized data analysis. Large amount of relevant data is equivalent to a pile of junk, if not analysed by ideal analytics management. The corporate world may be classified into following categories based on their data availability and analytics.
1. Negligible data: This is quite plain to understand that the company has not taken the time to collect data and hasn’t realized its relevance. It could also be that they have limited resource to collect data and their focus is probably on performance indicators to understand growth.
2. Basic data: This company has a basic program to collect data that may offer feedback on not all but some aspects of digital marketing. It is probably used for directional growth rather than employing specific feedback loops.
3. Siloed or controlled data: This kind of organization has access to relevant data and reporting tools but employees might have limited access to data that might be filtered by the reporting department. The complete data is probably available only during fiscal year or sales cycle and to those in some specific job roles.
4. Democratic data: This is an organization that has data experts to analyse the data and project a vision to other employees. It empowers decision makers and stake holders to access data. This kind of data is available at any time to those involved.
Democratic data creates data driven decision making and helps ensure the elimination of data bottlenecks and helps staff with reporting support. Regular access to data helps employees and decision makers to work efficiently in a goal oriented manner. Democratic data while being helpful also has some drawbacks. Employees may access the data for personal benefits, it is upto the user to decide on disclosing sales numbers, client information and crucial data points. Analyse the team and if they are capable of data driven decision making.
Processing data can be a Herculean task. Data collection, reporting and analysis must be accomplished effectively in a time framed manner. There are several platforms available for automation of all these process from information collection to analysis and reporting. Not all teams require the same data. Distribute data based on job roles so that the analysis is simplified and more effective and useful to the individual user. Don’t leave all the data sitting at the table, data must drive suitable action and generate conversions and revenue. A solid analytics strategy will develop metrics that map the organization’s unique needs.
The analytics department must be evaluated time and again to avoid gaps in analytical capacity and also to avoid goose chases and to stick to and track relevant data that can push the organization to great levels of success.