With digital media spending forecasted to reach more than $77 billion in 2017, it is more important than ever to ensure that you are integrating digital media and marketing strategies effectively into your digital marketing campaigns.

Businesses should track the successes and failures of each individual digital campaign to learn what is working and not working. Fluctuations in tracking results could be attributed to message strategy, placement, time, creative or other factors. Tracking each individual campaign in-depth will allow for each business to adapt their focus on the areas that are yielding the greatest results.

Metrics are available on almost every digital platform a business might use. When using tools such as Google Analytics or Facebook Insights, or tracking URLs placed within a digital ad, users can track specific results and determine future strategies.

Before a business starts a digital campaign, they should first determine their goals and objectives for each campaign.

• How many people do you need to reach?
• Who is your targeted demographic?
• How much do you want to spend on each campaign?
• What messaging or creative strategy is needed to influence or educate audiences?

These basic goals and objectives will allow a business to determine the digital strategies that will provide the greatest return on investment, without wasteful spending. We also recommend determining in-house benchmarks prior to pulling metrics on campaigns.

When analyzing results on each campaign, make sure the results are reaching or exceeding your benchmarks.

• Are you getting enough impressions and conversions on Facebook posts?
• What are the clickthrough rates on ads both on social media and other digital platforms?
• How many of the clickthroughs are resulting in the desired conversion?
• How many people are clicking through to sign up for your email list?
• How long are people staying on your website and how many pages are they searching through?

These are some of the basic but most important metrics you should compare to your goals, along with other comparable industry benchmark averages.

If you are seeing that certain creative executions are providing more clickthroughs and conversions, you should adapt those concepts in future digital campaigns. Knowing what ads are performing best will also allow you to lower or raise the amount you are spending on each advertisement to realize the greatest return on your investment.

One way a business can test to see if their digital messaging and creative strategy is effective, is to execute a test through a low-cost platform such as Facebook. Advertisements on Facebook can be placed for as little as $15-$20 per ad and return an effective test result before a business invests hundreds or thousands of dollars into more comprehensive digital campaigns.

Each digital marketing campaign is unique and may not have the same goals, but setting universal tracking tactics will allow you to develop digital benchmarks as a business develops future digital media campaigns.

To learn more on how we can help you develop and execute an effective digital media campaign, contact us at (520) 795-4500.

---

---