- April 6 2021
- admin_gtmnmain
Many digital marketers continue to use antiquated tactics that stymie their progress toward linking consumer data and using analytics to deliver more focused, successful promotions. The degree to which this is valid for your company is decided by the marketing team’s digital marketing sophistication.
Knowing what a well-seasoned marketing department looks like will help you assess your own and your team’s skills, as well as help managers recruit the right people. Keeping an eye out for telltale signs will help you figure out if digital marketing is on the right track or not.
Objectives vs. Metrics
Marketers were among the first to adopt new digital technology to aid in the performance of their duties, learning and adjusting as their roles changed in response to changing customer behaviour. As a result, successful marketing entails having greater control over technology budgets and personnel.
You must be able to put on an analyst’s hat and choose data that will enrich the customer journey.
Tracking the correct data can be difficult at first because key metrics are not defined in the same way by everyone.
For example,
An email marketer may monitor click-to-open rates and bounce rates, while a digital marketer may be more concerned with cost-per-click, and both may be interested in click-through rates.
The trick is to know what your team’s business goals are and how those goals can be achieved. Then decide on the best set of metrics to monitor and settle on their definitions. To ensure continuity across the divisions, seasoned marketing teams establish definitions early and review them frequently.
Maintaining a clean sheet
The most difficult thing for email marketers is blacklists. It’s a terrifying feeling to discover that you’ve been added to a list of alleged spammers.
If your email service provider (ESP) or marketing automation programme receives so many blacklist alerts, it can be limited or even terminated.
It’s required that you track bounce and unsubscribe emails and eliminate them from your list after each campaign, but if you work in an office with a?blacklist whiteboard,? which lists the number of days you’ve stayed off a blacklist, you’ve got a battle-tested marketing team on your hands.
Marketers who keep track of this information are well-versed in the subject of email deliverability. They go out of their way to make sure that any message they send is one that your subscribers want to hear about. This is critical to your marketing success, particularly when one out of every five emails is never delivered to your subscribers.
Involved leadership
The C-suite is increasingly responsible for implementing a clear digital vision and strategy because it affects the entire company. With the digital world becoming more complex, it’s more important than ever to consider the full spectrum of consumer interactions rather than just a few channels’ output in order to make the best decisions.
Experienced marketing departments are guided by reports on main performance metrics. It’s how they’ll be able to share quantifiable outcomes from all of their efforts. At Marketo, we have a dedicated monitor in the centre of the marketing floor that displays a dashboard of the results of our marketing campaigns.
Marketing teams and executives will get a visual pulse check on how each campaign is performing by monitoring and exchanging metrics with the right stakeholders, while remaining connected with other cross-functional teams (e.g. customer support, sales, service). All options keep everyone on task, whether you use television monitors, submit reports, or create metric summaries.
Knowing the telltale signs of marketing sophistication can be used as a benchmarking tool to see how far you’ve advanced and to help you stay on track for success. It also aids you in comprehending the steps you can take to effectively run your marketing campaigns and hiring stellar marketing experts who are aware of these signs of excellence.