Measuring the true value of online marketing


If, like me, you’ve got a background in public relations — a form of promotion that’s notoriously difficult to measure by ROI — the transparency and accountability of online marketing is a very welcome breath of fresh air.

Like all the members of Coast Digital’s newly formed account management team, my main focus is on giving our clients the best possible support and making sure levels of customer satisfaction stay high. This means reviewing what our clients are able to spend on their online activities, how that investment is distributed across the various digital services we offer, and how we can develop their particular strategy to ensure it goes on delivering the best possible results.

We can do that well because digital marketing is measurable.

Google Analytics 101

Google Analytics is an absolute godsend for reviewing the successes and ironing out the shortcomings of every online marketing strategy. Although I’d briefly explored the tool in a previous role, I’d never really taken the time to appreciate what a rich source of information it can be if you take the time to interrogate it.

Google Analytics can instantly give you the information required to calculate an overall ROI but, if you so wish, you can also use it to analyse the data that has been collected from your site and review the precise impact of individual keywords, adverts and landing pages. I’d recommend reading my colleague Darren Bond’s post on ROI to find out more.

Marketing you can measure

Coast Digital is an online marketing agency that prides itself on delivering “marketing you can measure”, and we can do that because web analytics are all about facts and results. You certainly won’t get any unsubstantiated claims, ambiguous assertions or vague estimates about the success of your campaign.

Instead, you will not only be able to identify the exact keywords that are driving the most traffic to your website, but you will also see which ones result in the highest number of sales – an important distinction as the keywords with the highest click-through rates might not be the ones that make you the most money. Indeed, they could be the most costly.

Tracking success

For e-commerce customers, tracking a campaign’s success is simple – we can calculate the return on investment down to the very last penny. However, if you own or work for a business with a more technical focus, or one that trades in high-value goods, most enquiries might bear fruit away from the website – via a sales hotline for example – making it a little more difficult to match success to the correct elements of a campaign.

It can be done, though, and this is where the strong partnerships we have with our clients really come into play. The more information they feed us about the quantity, quality and relevance of the enquiries they receive, the better able we are to hone and tailor their digital campaign – resulting in a golden circle of even more enquiries and sales, and an even better ROI.

Above all, though, we love working with people to create strategies that work, month in, month out. So, if you’re looking for an online marketing strategy that is completely measurable, and a team that will continuously review its progress to ensure that it is working as hard as it can for you, please get in touch. We’re looking forward to doing some measuring on your behalf.

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