Digital Marketing has genuinely transformed the marketing and promotion process. The digital marketers have a grass-root level of control over every aspect of the campaign, beginning from the initial targeting of the customers, budget setting, timeline planning, and measuring the impact of the completed marketing campaign. In the medicine industry, it has become increasingly necessary to target the correct demographic of patients with the most suitable medical treatment or product. For example, it will be a waste of resources to market the treatment for joint pains to teenagers since arthritis and joint pains are more common in old-age people.
This last aspect of measuring results has been a game-changer for all marketing professionals as this has considerably reduced the timeline of marketing campaigns and promotional cycles. It also enables the marketers to track real-time data and live analytics to strategize, adapt, and even transform their campaigns in the middle of the campaign. Hence, measuring analytics gives so much power to the marketing brains that they can overcome any shortcomings of their campaign even before it has ended. Therefore, almost every marketing professional and every business are rapidly incorporating digital marketing in their marketing plans. Let’s discuss the most common metrics that are usually tracked to measure the success of a digital marketing campaign.
Social Media Engagement
The response from social media during or after any marketing campaign is a clear delineator of success for your campaign. You can view user analytics through the admin console of social media websites or third-party tools that enable you to view, visualize, and analyze this data in real-time. The data also allows you to understand how people react to various types of content and prioritize the content needs of your website and social media.
Website traffic is one of the most basic and meaningful metrics to measure your digital performance. The number of visitors reaching your website can be easily tracked using services like Google Analytics or other tracking tools. This will give you a clear numerical difference of the number of website visitors before and after a marketing campaign. Some of these third-party analytics tools even allow you to trace the cursor movement and other data of the visitors, which enables you to pinpoint the information gaps within your website content.
Monitoring the website traffic also empowers you to know whether or not this traffic is relevant. As a use-case, let’s suppose that you have a web page with information related to a product or service for pregnant women, but the website is mostly visited by the male audience. This clearly shows that your targeting strategies, or probably the keywords, are not exactly relevant. Hence, this allows you to restrategize and make sure to update the content and keywords accordingly.
Conversion rate is another metric derived from the total website visitors and the total visitors who became your customers. This is a ratio of the total customers gained during a campaign divided by the total number of website visitors during or after that campaign. This number clearly indicates the total Return on Investment (ROI) that you did on advertising and cost-per-clicks on different platforms.
All these points make digital marketing a potent tool for managing the online presence of your business. Digital marketing allows you to generate more revenue and enables you to be of service to more people who are searching for relevant medical information online.