Download File Training on Digital Marketing for ... - UNIDO-ICAMT

Digital Marketing Education Program by RMN Company
ANNEX-1
Digital Marketing Impact Analysis
A significant advantage of digital marketing is that you can monitor the progress of your marketing
campaigns and estimate the Return on Investment (RoI) on such campaigns. Today, there are software
tools called analytic tools available to separately measure the impact of Web and social media marketing
campaigns.
Using Web analytic tools, you can know the level of external interaction with your brand Website. This
can be in terms of number of visitors, their time span on the site, number of pages they visit, exact pages
they visit, countries and cities from where they come, and so on.
Factory visits during UNIDO Digital Marketing <strong>Training</strong> Program in Balasore, November 2012
The analysis of data obtained through analytics can help you improve the content on your Website so that
the interaction level gets improved. For example, if your “Contact” page is being visited frequently, you
must ensure that all your contact channels like telephone, fax, e-mail, etc. mentioned on the page are
working properly.
The objective is to provide a smooth
communications facility to the site visitors – many
of whom can be your potential customers.
Moreover, you can improve this page giving separate contacts for different types of visitors such as
customers, channel partners, media people, and so on. You can even offer an online “Chat” option to
people who visit your “Contact” page. The objective is to provide a smooth communications facility to the
site visitors – many of whom can be your potential customers.
Similarly, social media analytic tools provide you the data related to user interaction with your social
media pages. You can know about the number of visitors, their comments, social sharing or distribution of
your posts or brand messages, and so on.
While Web and social media analytic tools give you a quantitative analysis of the impact of your
marketing and brand communications campaigns, it is always better to do a qualitative analysis to exactly
know the quality of user interaction, which is more important than mere quantity.
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