What are the top three metrics digital marketers tend to look at when determining the results of their campaigns? Impressions, impressions, and even more impressions. But what happens if your number of impressions isn’t as telling as you actually think? This post from Forbes offers some suggestions for shifting your focus away from the importance of impressions (which may not actually mean anything if they’re tracking an audience that isn’t purchasing your product), and which campaign metrics you should really be relying on to tell the story of your campaign, and its effectiveness. Of course, big numbers can seem impressive in a campaign wrap-up, but the most important thing to be mindful of when you’re running your digital campaigns is that you’re reaching (and understanding) the right audience. If you aren’t targeting your campaigns to the right interest groups or demographics, there’s no way you’re going to see an increase in sales, which is the whole point anyways, right? Once you have a good understanding of your audience, and their likes, dislikes, and interests, a good amount of effort should be spent in building a relationship with those audience members, creating a unique brand experience and having real conversations about their wants and needs. Focusing on the right numbers and metrics won’t make your campaigns work on auto-pilot, but it will yield more significant and relevant results.
Read the full article here: Marketing Fail: When Big Numbers Trump Meaningful Results