Top 7 Digital Marketing Metrics Worth Losing Your Sleep Over

It is a known fact that you can’t improve what you can’t measure. One of the main advantages of digital marketing over traditional marketing is the power to measure and assign a numerical value on each step of the process…

Digital Marketing Metrics

This blessing is also a curse in disguise because we may end up measuring 50 different types of digital marketing metrics where most of them really don’t matter that much. (Example: Number of Facebook likes on a blog post!).┬áSuch metrics are aptly named as vanity metrics because the rise in numbers may be exciting but it may not lead to real growth in sales and revenue. As digital marketers we need to focus on metrics that matter.

With experience and maturity we can learn not to get excited about vanity metrics. For example, a YouTube video going viral and hitting a million views is also a vanity metric. We may feel like celebrating that the video has got a million views but in many cases viral videos have a history of having no impact on the short term or long term revenue.

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How to Optimize Your Website for the Search Engines in 2014 and Beyond

content-marketing-seoSearch engines and search engine optimization have come a long way since the past decade. Search engines came into existence basically as the evolution of classified directories and yellow pages where people would go to find information about local businesses. Even I remember picking up the yellow pages book to find something that I needed.

Now I don’t think people use yellow pages anymore. But there are a lot of striking similarities between yellow pages and search engines. In yellow pages you would find some ads along side the “organic” results. Some of the will be targeted too! So the basic business model for both of them is: provide information that can be used and once you get the audience’s attention earn some revenue via advertising.

Search engines of today are just yellow pages with magic in it. You can think of them like the magic newspapers in the magical world of Harry Potter. Images move and text can rearrange itself! It is fun when you think about it like that.

The world wide web being so flexible not only displays business information through various websites but also hosts newspapers, magazines and BLOGS! Now with improving technology, the WWW is soon set to replace the TV as an entertainment medium.

Quality Search Experience

The responsibilities of the search engines are to organize the world’s information so that the most relevant information shows up when specific “keywords” are searched for in the search bar. Each search engine has a specific way to rank these results. Google, the search engine with the biggest market share, claims to have more than 200 unique ways by which they consider which website to rank first, which to rank 2nd and so on.

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What is eCPM & RPM and How to Calculate it

ecpm-rpmeCPM stands for effective cost per Mille (or effective cost per thousand impressions) and RPM stands for Revenue per thousand impressions. Both the terms usually mean the same but they are used in different contexts.

When advertisers want to run display ads on a particular website, they will calculate the eCPM and see if they can afford to run the ad. Advertisers will compare the eCPMs of various channels and determine which one is converting better. The obvious choice would be to go with the channel which offers the least eCPM paired with maximum conversions.

RPM is usually publisher’s language and they find out how their web property is performing. Page views keep changing but RPM for a website in a specific industry and with a specific audience fairly remains constant over a period of 6 months to a year. A health niche website may have a higher RPM and a cine gossip entertainment website may have a relatively low RPM compared to the health website.

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Keyword List Refining – Finding Out the Keywords that Bring Revenue

keyword list refiningKeywords are one of the most important data for an online marketer. Keywords find its way through PPC Ads, SEO, Social Media Marketing and Content Marketing. Keywords are not just vague words to be used in the marketing. They are the words and phrases that run inside the minds of prospects and customers. That’s the language they use to describe what they want and need.

It is important for us, digital marketers, to speak the same language in our marketing materials so that it “rings a bell” when our prospects come across marketing material with that language.

With the latest automation tools, it is easy to generate a big list of keywords. One of the most used, most talked about and authoritative tool is the Google AdWords Keyword Tool. This tool, as you may already know, helps you generate keyword ideas from existing keywords, or with URLs.

Why Keyword List Refining?

Keyword generation is just the tip of the iceberg when it comes to an online marketing strategy and work flow. While it is VERY easy to generate a big list of keywords, it is challenging to find out which keywords convert well and bring revenue and profits to the business.

This is important because low performing keywords are eating into the marketing budget all the time and without scavenging such low performing keywords, it will be VERY difficult to increase the ROI of a digital marketing campaign.

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Content Marketing 2.0 – How to Plan and Execute an Integrated Digital Marketing Campaign

Digital marketing has a lot of modules in it. And each module is an ocean in itself. It is pretty difficult to become an expert in every module possible. Even for someone with 10 years of experience, covering all the subjects is almost impossible.

Integrated Digital Marketing Campaign

I’ve thought a lot about this over the years. And the only conclusion that I could come to was – it is more important to execute digital marketing in an integrated way, than build expertise in each digital marketing module.

Each module such as Content Marketing, SEO, Email Marketing and Social Media Marketing is powerful on its own, but when they are combined in a unique way, it’s power goes up exponentially. It creates a snowball effect that is unstoppable.

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