What does a successful digital marketing strategy look like? Plenty of leads? More sales? A strong conversion rate? Or, more simply, a high-quality set of assets? What if we measured the success of a digital marketing campaign by how effective its creative assets are, the extent to which the campaign is suitable for global audiences, and the ability to maximize ROI? Here’s how to measure digital marketing success, and how to ensure future campaigns are laser focused for those wins.
In today’s data-driven world, it is easy to get caught up in the facts and figures. Core metrics such as clicks, impressions, Google Analytics, and other digital marketing metrics do provide valuable insights. We Are Amnet would like to broaden the definition of ‘digital marketing success’ to also include a series of factors more in line with modern markets.
The audience that a campaign must market to is no longer static, in one region or country. So, the way in which we perceive digital marketing success should vary accordingly.
Read on to learn some alternative ways for measuring digital marketing success.
How Effective Are Your Digital Marketing Campaign Assets?
Let’s begin with brand and campaign assets, the resources used to catch eyes and communicate with audiences and potential customers.
These can be anything from whitepapers and blog content to online ads and case studies – and are arguably the most critical element of any marketing campaign. After all, they’re the pictures that speak thousands of words – they’re what gets remembered, and there aren’t many digital marketing metrics that can directly measure their quality.
In order to know how successful your digital marketing campaign is, you should ask yourself the following questions:
- Do your digital campaign assets allow for ease of brand recognition through memorable fonts, messaging, or colors? Can your audience identify your brand easily from others?
- Do your digital campaign assets promote brand awareness? Do they allow you to become a front-of-mind brand?
- Do your digital campaign assets promote brand consideration, painting your products and services in a positive light to purchasers?
These three questions determine how effective your brand assets are at inspiring a positive experience, and eventually leading to sales or conversions – the ultimate goal of all digital marketing campaigns.
Are Your Digital Marketing Campaigns Suitable for Global Audiences?
Another way to determine digital marketing success is by measuring how a campaign fares globally. Again, while this can take the form of engagement monitoring across regions, there is also scope to gain insight into digital marketing performance from more holistic factors.
In our increasingly globalized world, it has never been more important for marketers running campaigns across different regions to tap into important factors, such as cultural sensitivities, local trends, and linguistic differences.
The questions below reveal just how many considerations there are when going global with digital marketing efforts. Use them to see whether your assets’ messaging and imagery are ready.
Have You Considered Transcreation & Localization?
Transcreation and localization are forms of translation that take into account not only language, but also idioms, cultural differences, customs, and more when carrying a brand’s messaging over into different regions.
It is localization that allows audiences all over the world to feel as though a brand’s campaign messaging was written just for them, as opposed to an audience in a different region and then copied across. The extent to which consumers feel ‘in touch’ with a brand’s messaging — as though it was personalized for them — is a huge factor in influencing whether a purchase is made or not.
Don’t believe us? Almost half of consumers become annoyed when marketing campaigns aren’t personalized, and over 80% of consumers would give over data in exchange for more personalized digital marketing efforts (HubSpot).
Have You Used Audience & Location Targeting Tactics?
Similarly to transcreation, audience targeting is essential when taking a digital marketing campaign global.
If advertising in new areas, you will need to take into account the demographic change, creating clear custom audiences in Google Ads for each area you wish to target. This allows you to hone in on target audience interest, behavior and frequently visited places by location, which – in turn, allows your assets to reach the most relevant audiences.
You can find out exactly how to optimize a digital marketing campaign for global audiences in another of our blogs.
Do the benefits of production outweigh the costs?
Lastly, as we’ve established, the success of digital marketing efforts are often defined in relation to external factors, like clicks and leads — that is, how many new users are interacting with a brand.
However, internal factors also play a part in determining whether a campaign is successful or not.
If the production costs for a campaign aren’t economically viable or sustainable for your business, is it still truly successful?
Final Thoughts – How To Measure Digital Marketing Success
One of the ways to cultivate successful digital marketing efforts is to keep costs low while ensuring quality remains high, and other factors such as turnaround speed are not affected. Our SmartshoringⓇ model allows brands to do just that.
By using a hybrid model to connect in-country client services with offshore expertise and talent, brands can capture ongoing value for the low-cost production of high-impact marketing campaigns.
Beyond more common digital marketing metrics, you should also consider the extent to which your campaign assets are scalable, easily reproducible or able to be repurposed for multiple campaigns. With Smartshoring, you can oversee the production of high volumes of both digital and print-ready resources that can be tailored to smaller audiences or optimized for global campaigns.
Speak to us today
While you shouldn’t ignore digital marketing KPIs (key performance indicators), we can measure success or digital marketing effectiveness through more than a simple conversion rate.
Marketing campaign performance is often directly dependent on online content and other assets.
Forget the vanity metrics and start measuring digital marketing success at the source.
If you’re looking for effective, high-quality asset creation services for your next successful digital marketing campaign, speak to the experts at We Are Amnet today.
