3 benefits of measuring the effectiveness of your marketing strategies 

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After so much work, you finally implement your digital marketing strategy. But how do you know if it has worked, and by what criteria do you define the success or failure of a campaign? It is essential to align your marketing actions with business objectives and test those assumptions with the smallest possible margin of error. That’s why calculating metrics is your best ally – read on to understand the value of measuring the effectiveness of your marketing strategies! 

What is effectiveness in marketing strategies? 

When we talk about effectiveness, we refer to the analysis of a series of metrics or indicators. These show us whether the marketing actions have been favorable for the company or not. The fewer resources used (including time and money), the better the performance of digital marketing strategies. 

The importance of measurement in marketing has increased considerably in recent years. Marketing managers are increasingly aware of the need to use data and analyze it to inform their decisions and improve their strategies.

Big Data is the technology that generates the most impact on measurement. Eighty-six percent of CMOs consider it fundamental, followed by Artificial Intelligence. For this reason, it is increasingly common to find ads dedicated to the search for professionals with expertise in this type of tool. 

According to a recent study, 71% of marketing leaders claim to already have these profiles specialized in analytics and measurement in their companies.

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What kind of metrics should I use when measuring effectiveness? 

As HubSpot establishes, this is the ranking with the main metrics to measure the effectiveness of digital marketing strategies:

Marketing strategies

General metrics

They focus on the relationship between the organization’s effort and investment with respect to customer acquisition.

Campaign metrics

They measure the behavior of the target audience in relation to a specific marketing campaign, both in terms of lead acquisition and actual sales.

Product metrics

They indicate the level of popularity of a certain product and its characteristics or qualities with respect to the competition.

Digital metrics

These are the ones that have to do with Internet presence, measuring follower acquisition, the number of times your company is searched for in the different search engines, as well as the level of interactions and conversion, to mention just one example.

It is possible that within your marketing strategy management you develop effectiveness measurement with one or more types. It depends on the objectives of your marketing actions and the platforms or communication channels you use in your company. 

What are the main metrics for measuring effectiveness? 

We share with you the 12 key metrics that you should include in the analysis of your marketing actions.

Campaigns that grow faster than others are usually those that have loyal customers who love the products or services. By measuring the effectiveness of your marketing strategies, you can see how well these campaigns have helped your business grow over time.

Marketing strategies

Marketers don’t just need to succeed with their campaigns and increase sales. They need to meet the needs of their audience, but also remain financially sustainable. 

As technology and consumer behaviors continue to evolve, so must the metrics we use to measure the effectiveness of our marketing strategies.

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3 benefits of measuring the effectiveness of your marketing efforts 

1. Measuring results to make better use of resources

There are many ways to measure the effectiveness of your digital marketing strategies. From tracking website traffic and leads to tracking email subscriptions and sales. 

The most important thing is that you have the data to generate campaigns that really impact your target audience.

You will be able to identify which campaigns are working best and keep running them. You will also be able to identify which ones are not working so well, so you can cut them from your budget.

2. Understanding performance with customer behavioral analysis 

If you don’t understand the performance of your website, for example, it is difficult to make changes that will improve it. Knowing how many people visit your site and what they do on it is key to improving the experience for current and potential customers.

Recognizing user actions and tracking user engagement on social networks like Facebook is a great way to see what kind of content consumers are sharing and talking about online. Only then will your marketing strategies be aligned with consumers’ consumption habits and tastes. 

You can also track keywords in search engines, allowing you to see popular terms among potential customers looking for products or services similar to yours.

3. Consolidation of a good reputation and brand building 

The more people talk about your company, the more likely you are to get new customers. If users like what they see and hear about your business, they are likely to trust it and become customers. That’s why it’s important to measure the effectiveness of your marketing strategies, to see how much word of mouth has contributed to the growth of your business.

The roadmap we have laid out is intended to help marketers keep pace with these trends and stay ahead of their competitors by understanding the ever-changing landscape in which both consumers and businesses are moving. 

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Start measuring and automating business processes with our options available in Gestion Direct. You can maximize your marketing strategies with well planned and updated actions. Visit our website to evaluate the perfect options for you. 

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