You have obviously asked for quotes, delegating the execution of the plan to specialized external suppliers.
But do you know how to measure well what converts and if you are spending the Web Marketing budget well?
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IF YOU DON'T MEASURE YOU DON'T CONTROL!
In today's world where the skills of the Digital world are increasingly verticalized and constantly evolving, it often becomes necessary to delegate to external suppliers some aspects of the business such as visibility (SEO, SEM, Social Media Marketing, etc.) and the increase in conversions (as shown in the image above).
However, there is one thing that you cannot delegate outside: the control of the performance of digital marketing.
The story of Luca, Traditional Marketer, demonstrates the importance of Web Analytics:
Recently, during the presentation of a tender offer to a prospect, the new general manager asked the marketing manager (Luca, who has been with the company for 8 years) to see how he had defined the analytical attribution models between the various SEO, SEM, Emailing and Social Media channels.
In short, the boss wanted to know which of the 3 media had contributed the most to conversions and in what order, a more than legitimate question when you spend around €450,000 in Digital cambodia telegram phone number list only in the "making yourself known" phase (all outsourced to generalists). Too bad Luca is an old-fashioned marketer used to radio, TV, PR and parties, measuring the performance of marketing is not in his DNA. In short, Luca was unable to answer the new boss's question and the general manager understood that good old Luca did not measure the performance of anything.
After a month I received the results of the competition, but the sender was no longer Luca, but the new marketing director chosen by the new shark at the head of the company.
shark
DIGITAL = DECIDE BASED ON DATA
If set up well and known, Google Analytics allows the punctual measurement of the performance of your Online and Offline actions (you can also insert the TV campaign and measure the impact on direct traffic) and therefore the attribution of what contributes to generating e-commerce sales or b2b site leads.
All companies that live on the web, from the big giants that own the network to the small local e-commerce, have one or more people inside who are able to set up and measure the performance of Digital spending.
If you manage a Web Marketing expense greater than €30,000/year, take a nice course on Google Analytics (the tool is FREE, don't say you don't have the budget) and evaluate your web marketing mix based on data and not on chatter!
