Digital Marketing is always been changing, this was caused by Google’s Algorithm changes and higher competition from any businesses using the internet for marketing promotions. This includes search engine optimization (SEO) and even in social media they are promoting their businesses and websites. This could be measured by the amount of visitors in their sites that they have produced. And these are fairly easy to report and easy to measure even if they do not entirely show the marketing contribution to the bottom line.
In the marketing department they were increasingly being asked on what’s the return on investment (ROI) from their digital marketing campaign. This question had always been asked: How do you report that digital marketing campaign if it is working?
To understand what is really ROI is, we need to comprehend what are the goals or the aims of the company, what they were looking for to get from a digital marketing campaign and then measure these goals. We need to look at the Key Performance (KPI) and the goals for each one.
Here are list of some Key Performance Indicators:
- General Performance – Traffic, Leads, Reach
- Channel Based – Website, Blog, Social Networks, Search Engines
- Source Based Performance – Direct traffic, Organic Search, Referrals, Emails, PPC
- Campaign Based Performance – lead generation, Click through, Conversions, conversion rates
- Setting realistic and measured goals
If you agreed on the KPI, the next stage is on measuring these, what would be the style of report and how can you present it. Maybe it is necessary to change the KPIs overtime and thus the goals too. The report can be simply an excel spreadsheet with coming enquiries of the result in marketing is a clear indicator here.
There are some methods in which a digital marketing campaign can present bespoke telephone number to independent IP addresses, so that all calls can be monitored and can back up the results produced from a campaign to support the return on investment report.
You must monitor your goals. It is important to measure your goals on a frequent basis, for some instances in website traffic could be in a daily or weekly basis not on a monthly basis as it tends to draw a straight line graph in Google Analytics. You must need to see what are the causes of the fluctuations in your visitors numbers, why are the conversion goals are different, or maybe because of due to a rational holiday, or are Mondays notoriously busy, or maybe because Fridays are the same? By monitoring each KPIs and results, you can easily manipulate your campaign to make changes to these.
Collecting or gathering data requires interactions from your sales managers, inbound leads identified, outgoings leads identified and recorded.
Reporting on such goals, KPIs and information should be as often as possible it is, monthly should be a deal, to track an ongoing campaign, making changes each month increases the target goals that are currently working and manipulate those that are achieving less.
You need to calculate your ROI by how you spend on digital marketing or the sales increased, by that you can determined whether your digital marketing campaign is successful or not.