Metrics that influence brand engagement, brand perception, revenue and customer retention Editor’s Note: This is part three of a three part series on digital marketing metrics. Part one can be found here, and part two can be found here. CUSTOMER RETENTION Digital marketing can help any ecommerce site do more than just acquire leads and build an audience; it can help transition those users into returning customers and ultimately, loyal brand advocates. Returning customers are generally more engaged and generate more revenue. Building customer loyalty requires a solid customer service mentality combined with a well-planned digital marketing strategy. Retargeting through advertisements […]
Metrics that influence brand engagement, brand perception, revenue and customer retention Editor’s Note: This is part two of a three part series on digital marketing metrics. Part one can be found here. BRAND PERCEPTION Brand perception is different from brand engagement. Although brand engagement will tell you the number of individuals or the degree to which users engage with your brand and content, it is brand perception that tells you whether the views of your brand are positive, negative or neutral. This is an important point of distinction for brands to make. While awareness of a brand is crucial, it is […]
Metrics that influence brand engagement, brand perception, revenue and customer retention Editor’s Note: This is part one of a three part series on digital marketing metrics. Investment in marketing is increasingly important as more brands compete for attention in the digital space. With a comprehensive, strategic digital strategy that is optimized based on data, businesses can increase leads, build positive sentiment among target audiences, and drive sales. According to Forrester Research, Inc., interactive marketing budgets are expected to double over the next five years. More resources will be dedicated to mobile marketing, digital advertising and other channels in an effort […]
How Data is Becoming More Intelligent and Useful in Digital Marketing Strategies Digital marketing has become increasingly centered on quality content, social engagement and providing users with the information they seek in a relevant and timely way. The data and tools used by marketers to accomplish these tasks are being revolutionized in order to make digital marketing more authentic and relevant for users. Google’s Knowledge Graph and deep learning aims to more intelligently identify what users are searching for and provide them with increasingly relevant search results. Engineers are working to evolve the search engine and teach it semantic meanings […]
By Kimberly Giroux Vice President of Paid Media Having been recently released, the new Google Analytics system brings a sleeker design and advanced analytics reporting. The more intuitive navigation and release of site report data that was previously available only under beta makes this update a win for many in the online field. Let’s take a tour of the new features.
By Rachael Zahn Vice President of Client Services I’m currently reading Double Double (How to Double Your Revenue and Profit in 3 Years or Less), not for me, but for my clients. It all hits home with Cameron Herold’s mention of the saying “we can’t manage what we don’t measure,” (Chapter 9, Focused Productivity) and I find that most times, no measurement is either used as a cover-up when times are bad, or as the last priority when times are good. The beauty about online/digital/Internet marketing (whatever you want to call it) is that you can track almost everything–and the […]