Evaluation and Improvement of Digital Channel Performance


Making the decision to launch an online campaign requires an understanding of the characteristics of digital media beforehand. The same campaign cannot always be rolled-out in the same way as each channel is unique. The online marketing space is changing rapidly. Such as the move to native advertising where content is created to appear ‘native’ so that is has less branding and more of an authentic feel. Other changes include sponsored content and the automation of banner advertising using programmatic ad technology.

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As a digital marketer you cannot just create an online marketing campaign and then neglect to monitor it. The key to digital marketing success is to improve the performance of your campaigns and online assets over time.

To do business effectively on the Web, you need to continually refine and optimise your digital marketing strategy, site navigation, and page content. You also need to understand how your strategy is performing. Digital analytics provides the tools for gathering this information and benchmarking the effects.

Web analytics is the measurement, collection, analysis and reporting of Internet data, with the purposes of understanding and optimising web usage. It’s a tool that can tell you what a visitor does on your website or mobile app. Digital marketers make use of web analytics to review traffic volume, online reach surveys and a host of other key performance areas of their campaigns. There are many different techniques that can be used to assess and improve the contribution of digital marketing to an organisation’s objectives.

It is important for digital marketers to keep testing their online campaigns and activities. What works today may not work tomorrow, and what worked yesterday may work again. Accurate tests can make a huge difference to an organisation’s bottom line.

Using controlled tests and gathering empirical data, will allow you to figure out exactly what approach, design, copy and marketing strategies work best for the company and their product or service. Without undertaking some form of testing, an organisation cannot successfully improve on its performance. It helps identify what works and what doesn’t and provides evidence to back it up. Digital marketers often use testing to improve performance at different stages of the digital marketing funnel. The digital marketing funnel has a series of steps designed to guide visitors toward a buying decision. The steps are composed of marketing assets that do the work of selling, like landing pages and emailers. The funnel serves as a visualisation for understanding the process of turning leads into customers.