More and more I am reading that marketers are demanding more accountability from digital marketing which is ironic because there are already a lot of ways to measure everything you do online. However the Web Analytics 3.0 mind-set and strategy call for robust qualitative and quantitative analysis in your web analytics approach with specific goals: to understand the customer experience explicitly and to then influence customer behavior on your site. It also calls for people who understand online behavior and can turn online marketing into a business driver.
Did you ever get the feeling that most brands are farting in the wind when it comes to their marketing? Every week more and more marketing executives are taken for a ride by people whose only accomplishment is getting people to buy their book. First, it was social media hype, then big data hype. What’s next?
There is some lopsided thinking out there. There is a “belief” that just because a consumer becomes a customer of your brand that they want to have a relationship with you that extends beyond the 4 P’s. For a lot of brands this just isn’t true. Just because I like pudding doesn’t mean that I want to have a relationship with you on Facebook.
Are brands becoming disillusioned with social media and should they even measure their social media marketing? That depends who you ask. Some social media and inbound marketing companies are still promoting the hell out of social media and in so doing so they are overpromising results. However, smart marketers understand that social media is an essential part of an integrated marketing program.
Kevin Ryan brought up a great point, “the concept of quality over quantity seems to get lost all too frequently. People rarely say what’s actually on their minds and answering questions no one asked you because it looks like search fodder isn’t a path to engagement glory.” While good content is essential to keep visitors on your site one still has to ask the hard question “how are consumers supposed to read all this content?”