You probably already know just how pervasive digital marketing has become in the past year. If you didn’t bump into all those people using their smartphones to check Facebook this morning, here’s what you need to know:
These two statements alone have been enough for nearly every brand marketer. If you’re a brand marketer, you’re using digital marketing, regardless of your online marketing budget.
As a brand marketer, when you run a digital marketing initiative, do you know whether it’s working? If you’re investing time and money into something that’s supposed to help your business succeed in this economy, you need to know how that investment is performing. You should be able to answer questions like:
If you can’t answer those questions, don’t worry – you’re not alone:
A brand marketer who’s running digital campaigns to improve the perception of their brand or move their audience closer to purchase and loyalty should be able to confidently answer each of those questions.
But keep in mind – there’s no single “pat” answer to each of those questions. One successful digital marketer will have a different answer to those questions than another, because the answers depend on a few factors:
Your digital marketing investments are just like any other kind of investment you make – they have a purpose, a timeframe, and a set of expectations and goals you’ve set for them. When an initiative is launched, smart marketers know they’ll be asked whether the initiative is successful. Fortunately, they will have established those criteria at the beginning to keep the entire project team aligned with the business objectives. Is your marketing smart?