Marketing Performance Analytics, that improve 2022 marketing results

The digital marketing space is dynamically changing rapidly as reflected in the ever-increasing demand for robust digital marketing strategies. It seems like new acquisition channels come up with something new every other day, and quite inevitably, what worked yesterday may become unqualified tomorrow.

To a greater extent, the success of any of these marketing efforts depends on their performance in the real world.

What is digital marketing performance analytics, and why does it matter?

Digital marketing performance is an approach to marketing that encompasses techniques and processes that allow digital marketers to evaluate the effectiveness of their marketing strategies. It involves measuring marketing performance through key performance indicators (KPI’s) that help marketers gauge the success of meeting organizational goals, initiatives, and efforts.

In 2020- 2021 we have analyzed and shared the emerging performance of email marketing, video, and paid media marketing trends in our previous articles. We monitored, reviewed the attribution results, and talked about how businesses can use analytics to establish relationships and patterns between data sets to derive accurate, fast, and reliable insights to scale and optimize performance.

How Businesses use digital marketing performance to their advantage

You probably can’t drive your car at night with the headlamp off, can you? That is what you are doing if you are running a business without tracking how your marketing campaign performs.

If you can’t see what is going on in your business, you will most likely steer the business into the woods instead of on a well-defined and predictable pathway. Take for example, paid media ads channels, they help you close in more sales, but how do you decide where to focus your efforts and finances if you can’t report on what didn’t work?

Like those car headlights, digital marketing insights help business stakeholders and marketing teams make evidence-based decisions and align their performance within viable and achievable objectives.

Campaign performance management makes it possible to increase the efficiency and effectiveness of data handling. Join the action and unlock exclusive benefits by working with the leading experts in digital marketing campaign management. A Campaign performance manager will take away the heavy lifting of tracking and analyzing large-scale data and translate it into a straightforward customer story in a concise manner.

How to design a campaign using the findings from a previous campaign

Designing a marketing campaign is not easy, and delivering one with a consistent message across channels makes the process even more complex. It helps if you have a plan and strategy to get everything on course.

Typically all campaigns start with identifying a campaign goal, choosing which KPIs to measure, setting a campaign budget, reviewing previous campaign results, analyzing competitors’ campaigns, defining the target audience, the key messaging of a campaign, and the suitable platform to execute.

Digital marketing stacks support you through all the stages of designing your new campaign. Are you wondering what marketing strategy works for you? It would help if you had a digital marketing analytic tool. There is a range of them, but the best and time-tested tools include Facebook business suite, google analytics, Hootsuite Analytics, and UTM parameters.

The analytic tools will give you an overview of how your strategy performs, and these insights will aid your decision-making and resource allocation. They will also enable you to determine the most lucrative and least lucrative customers. They also help you assess each acquisition channel and help you choose the most lucrative and less costly one.

What are the KPIs in reviewing the best marketing strategies?

There are many KPIs you should be tracking when reviewing the best marketing strategy. While the KPIs vary depending on campaign goals, here are the basic KPIs to keep an eye on.

• Leads- Lead generation is a critical aspect of digital marketing. Why? You need a constant flow of leads for you to generate revenue. With that, you need to establish a link between lead generation and your conversion rates to determine possible areas of improvement for maximum profits.
• Cost per acquisition — What is the cost of acquiring new customers through your marketing efforts? This indicator tells the effectiveness of your marketing and sales process.
• Sales revenue — The sales revenue KPIs help your brand optimize sales performance across your sales funnels and sales cycle length. You need to measure your sales growth, target, upsell, and cross-sale rates.

Tracking the right KPIs means your company will make necessary adjustments to strategies and adjust budgets accordingly. Are you growing a brand, driving new engagements, or seeking new customers? Consult with a digital expert to gain more learnings about what KPIs you should track and the best channels that suit your business needs.

New trends to include in your digital marketing strategy in 2022

The year 2021 has been a time of various explorative marketing trends. Marketing gets newer each new year, and trends get more complicated.

For instance, in addition to the basics, Pay Per Click (PPC ads), SEO, UX Design, and Direct media marketers have to juggle emerging content marketing automation and personalization in our current changing online marketing landscape.

As we look ahead at what is to come in 2022, here is a look back at what worked and didn’t work in 2021.

Email marketing trends in 2022

If you are familiar with email marketing, we are pretty sure you already know that personalization matters. According to a report by Campaign monitor, personalized emails- emails with bespoke subject lines are 26% more likely to be opened. Similarly, personalized emails have a higher transaction rate compared rate -Imnewswatc.

In 2021 Email Hyper- personalization was a leading trend. What has changed? Personalization remains to be the key to successful email campaigns. According to Statistica, email personalization is becoming a reality with the increasing utilization of artificial intelligence.

What is more? Like text-only emails, interactive emails, and increasing email automation, triggered and autoresponder(welcome) emails are the next big thing in email marketing this year. Smart Insights reports that Triggered and Autoresponder emails have a higher click and open rates. Why? Because these emails are more relevant, are more contextualized, and relevant to the actions a subscriber has taken.

Video marketing trends in 2022

Video consumption has been on the rise since 2020 when the pandemic hit. In 2021 Video consumption hit the peak, with Cisco estimating the growth rate at 31%, which translates to a 4-fold increase from 2016–2021.

The impact could be felt in video-based platforms like Tinder, Bumble, and TikTok, which saw unprecedented growth in 2020 and 2021. TikTok projections show that the app is expected to remain as popular as ever. With a 73.3% gain of traction, we can expect to see much more of this app. More brands and agencies will definitely incorporate TikTok into their 2022 marketing strategies.

Paid Media marketing trends in 2022

Paid media comes in all forms. It could be display ads, video ads, social media posts, promoted media, or even pop-ups. It is an effective and effective way to expand business reach, generate more traffic, and generally increase brand visibility.

In 2021 digital advertising spending in Canada hit 9.58 billion USD. The market is expected to grow to about 10.55 billion these years. While this is a lucrative market, here are the key trends to look at in 2022.

The short-form videos are still the latest trends and hottest trends in 2022. The videos are relatable and a perfect way to establish personal identities, thus making the most popular form of video consumption — Afritech.

In particular, TikTok has shifted the ground and set the trends in paid media marketing. And brands are more inclined to tell their stories in more relatable ways. What else do you need to watch in paid media marketing? Personalization of content and content segmentation is the next big thing to look at in 2021.

Key takeaways

1. Campaign performance management is a critical aspect of digital marketing. When a business manages its campaigns, performance is monitored and improved. And performance drops are equally circumvented with possible opportunities for constraining wastage identified and acted upon.
2. No brand can ignore the importance of data; we rely on data to make informed judgments about potential business opportunities. As a brand, you need comprehensive digital marketing performance management to help you budget, plan, consolidate your finances, and know places to focus on in your growth journey.

Suppose you are considering an upgrade to your brand performance and tracking, our experienced consultants can help you navigate the nitty-gritty details of performance marketing analytics of your business’s marketing campaigns. We will help you uncover viable and leading solutions for your brand. Talk to an expert today!

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