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With the world's largest social network, it's no surprise that Facebook has built a multi-billion dollar digital advertising empire. But maintaining advertiser confidence appears to be a growing challenge.
According to a survey conducted by Advertiser Perceptions, while many advertisers plan to up their spend with Facebook in 2017, 40% also plan to perform independent audits of the advertising campaigns they're running on the social network.
Econsultancy has published a new report titled The Fundamentals of Email Marketing.
Subscribers can download the report in full. Here, I have picked out just a few slivers of wisdom.
Measuring marketing performance is fundamental to digital marketing analytics.
In fact, our ability to measure results accurately is a distinguishing feature of digital marketing.
Despite the fact that there are more ways than ever to target and reach audiences, marketers face numerous challenges.
And perhaps few face the number of challenges that confront healthcare marketers.
Here are seven of the biggest that this group must contend with.
Measurement is top of mind for marketers and the organizations they serve, but it's rarely a cut-and-dry matter.
That's particularly true for healthcare marketers.
Thanks to Facebook, the word 'like' has become an ubiquitous part of internet jargon.
Now, one of Facebook's biggest social rivals has decided to piggyback on the word it made famous.
Despite the significant innovations that have taken place in online ads in the past several years, advertisers still largely rely on metrics like CPM and CPC to quantify their digital ad spend.
To a large extent, the use of these metrics makes sense. They are simple and for many channels, are reasonably meaningful. But that doesn't mean that there's no room for innovation.
Businesses today often have more metrics than they know what to do with.
Thanks in large part to multiple online platforms, companies frequently have access to large volumes of data.
From their websites to their bank accounts, data is plentiful, and there is no shortage of services that aim to analyse that data and make it meaningful.
What kind of content marketing metrics should you be measuring, to determine whether you have the right strategy in place? Which metrics are the best indicators of success?
Back in 2012 we published some research on attitudes to measuring content marketing. After surveying 1,300 marketers we found that unique visitors was the main metric used to determine whether content was successful, followed by views, and then time spent on site.
These are perfectly reasonable things to track, and they are meaningful to a point, but most businesses will only invest in things that affect profits and sales. With that in mind, views and visits might not be best thing to focus on.
So what are the best content marketing metrics to track? After all, there’s more to life than visitors and page impressions, right?
I was reading this article on paidcontent over the weekend, which points out the value of analytics to publishers, but only if they are using the right metrics.
The key point was the danger in focusing on pageviews, as this doesn't necessarily help to build the kind of audience that publishers and their advertisers need.
I would agree with that, and though pageviews are not insignificant, there are many more useful metrics for publishers to view.
In this post, I'll attempt to answer the question by sharing some of the ways I use Google Analytics for this blog, while this post presents 10 shortcuts to Google Analytics reports and dashboards for publishers, bloggers and content marketers.