How to analyze the effectiveness of digital marketing
The most basic metrics for judging the effectiveness of digital marketing include impression, reach, effective cost per mile (eCPM), click through rate (CTR), and conversion rate (CVR). ), etc.
Exposure and reach are indicators of how many times a particular content was viewed, and measure its effectiveness in the cognitive stage. Impression indicates the number of times the content is shown to the target, and Reach indicates how many people the content has been delivered to. Thus, the exposure may be equal to or greater than the number of arrivals, but not less.
Effective cost per mile (eCPM) means the cost per 1,000 effective ad impressions and is calculated by dividing the ad input cost by the number of impressions and multiplying it by 1000.
Click-through rate (CTR) and conversion rate (CVR) measure the ad inflow stages. Click-through rate is calculated by dividing the number of clicks on the ad by the number of impressions and multiplying by 100. The conversion rate measures the value of the target for ‘actions’ that induce purchases, sign ups, and downloads. The conversion rate allows you to evaluate how meaningful the content of the ads you run has attracted customers.
Google Analytics is a free tool that analyzes various digital marketing metrics and can be used not only for Google ads but also for ad analysis of multiple channels. Incoming customer types, website traffic, differentiating between returning and new visitors, and marketing campaign effectiveness are reported.
Digital marketing approach
There are various marketing methods such as SEA (Search Engine Advertising) & SEO (Search Engine Optimization), social media marketing, influencers, and e-commerce.
SEO is the task of optimizing the content of a web page so that search engines such as Google can find it accurately and with high frequency according to the prescribed algorithm for ranking (exposure ranking). Although there is no additional advertising cost, the initial access is difficult because the algorithm needs to be understood, and continuous improvement of content can take time and cost. The basic elements of SEO include setting keywords that are highly related to the topic, setting trusted backlinks, and configuring landing page functions and content.