A recent article by eMarketer made for some interesting reading.
Based on initial data from the Society of Digital Agencies’ 2010 Digital Marketing Outlook, eMarketer summarised findings as per the first table below.
The data was gleaned from Senior Marketers worldwide and it will come as no surprise that the priorities were clearly focused on
social media optimisation and that
search engine optimisation was still seen as a high priority. Somewhat surprising was the fact that
email marketing campaigns were lower on the priority list but still remained important. Here at The WebMarketing Group we are getting excellent return on investment (ROI) for both our own email marketing campaigns and those of our clients. We should take it as read that ROI is critical to all web marketers… right? Apparently not.
In the second table of summarised findings, eMarketer’s report goes on to list the most important performance metrics as identified by those same Senior Marketers.
What the findings show is surprising if not shocking. It would appear that Senior Marketers are very much focused on “vanity” metrics such as the time a visitor spends on a site, the unique page views per visit, the click through rates. While these are all valuable metrics as they can gauge the impact of any campaign they aren’t the ones that bring the bacon home. Tucked away at the bottom of those metrics is a section called Other which includes Conversion, ROI etc., to which 59.1% of respondents allocated a Least Important category.
It is very flattering to have loads of loyal fans, high traffic and visitor loyalty but if they aren’t converting their actions into a measurable ROI your website has succeeded while web marketing has failed.
Here at The WebMarketing Group we are highly experienced at improving your web visibility and achieving those metrics. We work to the tagline of “online marketing delivering measurable results” and while we appreciate that clients may want to achieve those metric goals we go further. Our
multivariate analysis (M-VAP) is the essential add on to make sure that ROI is made the ultimate metric.
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