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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. Page 16 of 18
Digital Marketing Education Program by RMN Company ANNEX-1 About the Author/Speaker/Presenter – Rakesh Raman Rakesh Raman has more than 20 years of experience in the technology and media markets as a technologist, senior tech journalist, analyst, and columnist. These days, he is specializing in Digital / New Media including Social Media communications. At present, Rakesh is also working as the Managing Editor of his company’s global content sites: Raman Media Network, RMN Kids, and RMN Digital. Rakesh has been conferred the National-level government award for his contribution in the field of technology journalism, which has been a unique distinction in the country. The award was presented to him at the Republic Day function. Besides holding senior editorial position with top media companies, Rakesh was writing an exclusive edit-page tech business column (named Technophile) regularly for The Financial Express (a daily business newspaper of The Indian Express group). The column covered emerging personal and enterprise technology trends, evolution in the digital / new-media business, and technology applications for digital gaming and film-based entertainment. He has anchored nationwide technology events and training programs for some of the top local and international companies. At present, Rakesh is also managing a “Tech-Wise Knowledge Center for SMBs” on RMN Digital site to provide useful and actionable information to small and medium businesses (SMBs) so that they could benefit from technology deployment in the most efficient and cost-effective way. Among other international technology content projects, he has launched – “Raman’s Tech Tale Series – Knowledge Stories for Children,” a book series aimed to spread technology awareness among children through short stories. This work has also found a mention in Bookbird, a journal of international children’s literature, produced by IBBY, the International Board on Books for Young People. After doing his M.Sc. and Computer Science orientation from Panjab University, Chandigarh, he has worked as a software developer for about seven years with a couple of leading technology companies at Mohali, Chandigarh (India). His areas of interest are content and brand communications strategy design for the upcoming online virtual worlds and content development and management for the future Semantic Web. Page 17 of 18
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