Digital Marketing - Adopting A Unified Marketing Approach

It is important for digital marketing professionals to create a unified approach

for measuring how well different components of their media mix are doing. This will help them to optimise the performance of their media mix, and select the most effective channels for their clients. A unified approach can also help one measure the efficiency of each digital marketing channel, with relation to the others.

In most unified approaches, the actions of the customer are considered to be the key metric. Most traditional media ads (television, radio, print or signboards) encourage consumers to run online searches for information about particular products or services. This consumer behaviour can be measured through metrics like search volume, keywords used or pages viewed. Sometimes, people may also click on a digital marketing ad if they see something they wish to purchase. If a person is also in the market where the product they want is available, they may conduct further research, before buying it.

This approach is only applicable to purchases that consumers put a lot of thought into before purchasing, and excludes impulse-type products like confectionary, cold drinks or downloadable songs. Digital marketing specialists then need to ensure that the metrics for measuring success are focused around the actions taken by consumers, to correlate the relative efficiency of digital marketing activities across different channels. This means answering questions such as:

-Did a pound spent on a television commercial help drive more user action than a pound spent on a digital marketing activity like paid search?

-Did a pound spent on a magazine ad help drive less user actions than a pound spent on a social media campaign?

-Did a pound spent on signboard placements help drive more or less user actions than a pound spent on e-mail marketing activities?

In the past, metrics from different marketing channels like TV, radio and newspapers could not be compared with each other because different measurement techniques, assumptions and approximations were used. Also, the number of people the ad was shown to was much higher than those who actually responded to the ad. Today, digital marketing professionals who wish to succeed in their field would do well to abandon using these old metrics for measuring reach, and adopt the unified marketing approach that is based on the actual actions taken by users.

by: Qudos Digital

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