Sometimes, digital marketing strategies are built on a mix of gut feelings and information from the past.

Chief marketing officers and directors use what they know to plan both online and offline advertising campaigns. But as real-time data and changing technology make the success of marketing strategies more important, new approaches are needed.

Getting to know your audience isn’t the same as it used to be because research and data from third parties are becoming less useful. And new analytics tools can tell you right now which campaigns are working and which ones you should stop doing. Your company’s return on investment (ROI) will be affected by how well you market in the future. Here are three things you can do.

Take Note of Website Analytics

Conversions are typically the end goal of digital marketing strategies. A conversion from a digital ad or piece of content usually means an online sale for most businesses. A lead is someone who clicks on a product ad or a blog post link and then makes a purchase. While it may appear simple in theory, what drives conversions and e-commerce sales is far more complicated.

Marketers frequently incorporate multiple lead sources into their digital marketing strategies. They may include pay-per-click ads, landing pages, blog posts, videos, and emails in the same promotional launch or plan. All of these generate leads, direct visitors to the online store, and target different stages of the sales funnel. It is insufficient to use overall e-commerce sales of a product or service as a success metric.

You must be aware of the factors that led prospects and repeat customers to your website’s store. Perhaps your pay-per-click advertisements convert better than your emails. Additionally, email marketing is more successful than video advertising in reaching current customers. Without integrated data, it is challenging to monitor what is effective and contributing to the bottom line.

Real-time campaign monitoring and modifications require comprehensive dashboards that consolidate ad expenditure, conversion data, and general e-commerce analytics. Businesses like Triple Whale are facilitating marketers’ access to the resources required for quick insights. Its platform shows the return on advertising expenditure for each campaign, source of website traffic, and social media platform, enabling marketers to focus more resources on the channels that are generating conversions.

Utilize Audience Data

Third-party data sources, such as Apple’s iOS and Firefox web browsers, are becoming scarce. While some browsers are delaying the demise of third-party cookies, their demise is imminent. Other external sources of audience insights, such as market research firms, may provide some truth nuggets. However, relying on this method can reduce ROI and provide only generalized or aged data.

External audience insights may steer your marketing strategies in the wrong direction. Or they may not be specific enough to develop game plans that produce the desired results. Taking charge of data collection allows you to develop more effective strategies. You can learn about your audiences by using real-time conversation tools and customized experiences.

Surveys and chatbots are two examples of how businesses can begin collecting data from the source. These tools can also be used to converse with your leads and client base in order to learn what makes them tick. These interactions will teach you why certain offers appeal to your target audiences. Using the details, you can better define and segment who is most likely to buy from you, as well as what triggers their purchase.

As a result, your marketing strategies and campaigns can target specific issues and problems. The audience insights you gather will also assist you in narrowing down the online content experiences that various segments desire. Custom content that incorporates purchasing behaviors and interests can help your company take A/B testing or personalization to the next level. Your strategies will not employ ad hoc tactics or become a never-ending experiment to see what sticks.

Give the Brand a Face

The best advertisements and websites present a narrative. They don’t feel like marketing gimmick or overt sales pitches. Campaigns and initiatives must increase participation. However, audience-disconnecting impersonal or self-serving strategies are less likely to succeed in doing so. People are less likely to believe statements a brand makes about itself because they can see through the hype.

Digital Marketing techniques that incorporate branding and narrative as opposed to just promotions and public relations tend to elicit strong emotional responses. Audiences are motivated to purchase products by factors other than a rock-bottom price thanks to brand stories and values. Additionally, storytelling humanizes a brand and fosters ties with consumers. It’s what sets a business apart from rivals who provide comparable products while appealing to the particular motivations of a target market.

Brands don’t have to restrict storytelling to their internal marketing teams, though. Content for videos, blogs, and general promotions can be successfully sourced from satisfied customers and influencers. A brand’s credibility is established and increased when a portion of its story is told by an individual consumers are familiar with and trust. Marketing tactics that include brand devotees and users show what businesses have to offer beyond potentially commodity-level goods.

Better Marketing Strategies

Strategies for generating interest from customers into sales are included in marketing plans. Plans, however, are only as effective as the data used to inform them. Real-time market and campaign information enable the creation of persuasive messaging that engage the people who make up the statistics. Brands that don’t lose sight of the factors that influence audience conversion might develop strategies that focus on long-term connections rather than quick fixes.

Contact Seattle Digital Marketing today to discuss your digital marketing strategy.