Adapting Measurement Strategies for Modern Marketing

Are you aware of the modern marketing techniques available for your business? You should be… 

Some of the team here at FDM travelled to London last week to mix and listen to various speakers from the digital world. Chris Grimsey, Sales Engineer at Google Analytics, was one of the speakers we heard from and who we took inspiration from to let our clients know more about analytical data, insights and the modern marketing techniques we provide.

Our experience throughout the UK has been from working with enterprise customers and providing them with cross-channel marketing suites. As highly integrated systems that are bespoke to your needs as a business, First Digital Media are able to add industry leading awareness to our already extended knowledge base.

Emerging Digital Technologies

Chris himself has involvement on both client and merchant sides of the marketing world and understands the challenges businesses have when it comes to collecting and making sense of their data. With his expertise in digital marketing, data management and more he was able to adapt various marketing strategies to work effectively with developing digital technologies.

Below are some of the points Chris made and how First Digital Media are able to provide you with the marketing you need online.

Mobile Explosion

Over the years the use of the mobile has exploded and now accounts for the majority of traffic being driven to your site. For the first time ever mobiles have now surpassed the data from desktops and more websites are being loaded on smartphones rather than computers. As mobiles are driving more traffic, encouraging engagements and accounting for more time spent on sites in general, it is somewhat a marketing disaster to miss mobile completely in your strategies.

As we all know, mobiles are never blank screens, so image plays a huge role in keeping your consumers interested while on your site. Making sure your visuals are relevant, representative of your business and personal to your consumers is one of the leading prerequisites in modern marketing strategies.

Insights, Not Just Data

Although gathering data is useful to all businesses and allows for improved services, what use is the data if you are not using it correctly? Gaining an insight into your data collection is what our team actively do every day so that you can gain sight on where your business needs to be and how to turn data into valuable actions. Whether this results in improved customer journey, changing tactics with social media or using other channels, all data insights should result in business value along the line.

Making sure the data you collect has a purpose is what FDM thrive to do and never fill you with endless reports of no meaning. It is critical that businesses are aware of their goals, aims and where they essentially want their business to travel to. With this in mind making use of data insights is more important than ever because it is too easy for a business to get mired in data science, instead of transforming a valuable insight into an even more valuable action”.

Technology Doing The Hard Work

Following on from collecting data for your insights, you need to let the technology do the hard work. As a business it is important to understand where your website traffic is coming from and where it initially generated in order to know where you customers are. To do this Google have developed leading software and suites to ensure practical data collection that you can then turn into valuable insights.

With google maps, Gmail, chrome and more there is no need to make data collection any more difficult than it needs to be – although it is not a walk in the park. Google Analytics is the most powerful tool out there when collecting, monitoring and analysing traffic on your site. With the ability to see what pages are your customer’s favourite, where they are travelling through your site and even how many people are on it right now… why would you not want to know that?!

The main foundation of collecting data is understanding. Once you have the understanding with our team of analytical masterminds, data insights can be created and transformed into valuable business alterations. Using the software that is available to you through FDM, allows you to measure the impact of your business, get inside the customer experience, make data work for you and see analytics action in real time.

Engaging Experiences

As customer loyalty is something we all pray for as a business it is important you create engaging customer experiences from the word go. We are all guilty of forgetting names, faces and even business names but we never forget the times we had with those people, brands and online websites – we all remember experiences.

Entrepreneur stated their 3 top tips for creating great customer experiences which were:

  • Identifying where your customer lands in their journey
  • Utilising marketing tools to create a personal customer experience
  • Tracking and understanding customer behaviours

Keeping these points in mind, your business needs to stand out from the crowd and more importantly, your competition. Creating engaging customer experiences from the moment a customer visits your site, through their journey and up until their purchase is essential in creating brand awareness and customer loyalty.

Customer Journey

Generating an engaging customer journey is the ultimate business goal. Over time, customers’ expectations have changed and they now expect so much more from online businesses, so meeting these demands is something we all need to do in order to survive.

Instead of competing with other businesses websites, e-commerce, marketing and sales, the real competition lies within customer journeys that your potential customers could get elsewhere. Give them what they want, what they are looking for and make the whole process as easy as possible to keep them on your site and doing what you want them to do.

First Digital Media have the knowledge and skill set in order to maximise your online marketing reach and learn how your business performs for your customers. With organised cross functionality and the ability to work across multiple channels we always look at how your customers use your site from their perspective. By understanding your business alignment and understanding what matters to your customers, we are able to work with you to perfect your customer journey using tools to combat complexity.

Get in Touch

To find out more about modern marketing techniques for your business, contact First Digital Media on 0845 094 1830.

Putting businesses first is what we do and you can be next.

Leave a Reply