How to Measure Your Social Media Effectiveness
Digital media is a combination of different technologies which use personal computers and data to make and share digital content through a number of internet-based platforms. Digital advertising, meanwhile, is the promotion method of developing awareness and selling a product or brand online with the use of all available digital media channels. Unlike in traditional media, performance measurement for digital media campaigns is not included in the normal process of measuring performance. Although performance measurement is important for traditional media and in digital marketing strategy, it has a greater importance in the field of digital media.
In email marketing strategy, we can measure results from promotional activities such as email list maintenance, segmentation, and lead capture. These activities are part of the regular activities which should be done by any serious company. There are some companies which conduct focus groups, research surveys, and focus group discussions regularly in order to develop their email marketing strategy and track the results of these activities. On the other hand, there are still some firms which do not conduct any of such activities. Such firms do not measure the results of their promotional campaigns through these traditional strategies.
Measurement of performance in Digital Media The core goal of Email Marketing is to enhance brand awareness, which is achieved through the creation of a buzz about the product or service. For this strategy to be successful, there are certain things which have to be taken into consideration. One of these is measurement of results. Any form of Digital Media which is used for email marketing will, naturally, not only create a buzz about the product or service but also induce consumers to take some kind of action. This can be measured in a number of ways:
Email marketing automation When using email marketing automation, the same content which causes a buzz among email subscribers is sent out again in a repetitive manner. This strategy has been used widely by various Internet marketing companies to reach out to massive amounts of Internet users in a short period of time. However, for this to be truly effective, it should be coupled with another form of performance measurement. Some companies have measured the performance of their campaigns through tracking websites visited by the target market. Through this method, they know where the traffic they generated came from, what pages they clicked on most and the demographics they gave priority to when browsing through the Internet.
Social media measurement Social media accounts for a major portion of the advertising community. Over the past few years, social networking has developed greatly, and this has created a number of opportunities for digital media companies to advertise. It also has the potential of creating a mass audience for the company which makes advertising even more desirable. Social media is typically measured through various types of analytics such as Facebook’s “Like” and Twitter’s “hashtag” statistics. Both of these social networking platforms have a myriad of capabilities that can greatly improve a company’s ability to generate revenue through online advertising.
Digital media measurement There are a few different options available to traditional media marketers when it comes to measuring their social network presence. The two main measurement methods include pay per click and cost per thousand impressions. These two forms of measurement are highly effective for traditional media marketers as they give immediate feedback and can quickly weed out the ineffective ads and increase revenues through organic growth. Social media can also greatly impact search engine results, which is another benefit that draws many traditional marketers towards social networks.