Today’s business marketplace operates largely through a hybridised format of both digital and brick-and-mortar stores. The COVID-19 pandemic catalysed a rapid digitalisation across all Singapore industries which continues today. Even if you don’t sell products or services online, the digital world is an important platform to get your brand the exposure it needs.
When it comes to digital marketing, it may seem easy to create an ad and post it through a social media platform or paid distribution service, but a successful ad campaign requires more thought. To ensure your ads and marketing strategies are hitting your target audience, you need to use digital marketing analytics. Digital analytics require tools such as Google Analytics, Semrush, and Hubspot that report statistics and trends of platform users. With this data, you can predict how your target clients will behave and optimise your marketing strategy to reach them.
Marketing analytics is an essential skill for any business that wants to succeed in the digital marketplace. Here are some of the key benefits that your business could reap by pursuing a short digital marketing training and development course for your staff with an established corporate training provider in Singapore such as @ASK Training.
1. Integrated View Of Marketing Channels
As a business, you must consolidate and interpret data from various sources. With a marketing analytics course, you can help your team develop the skills to coordinate this information and generate useful analyses. If you can get data from all your main platforms and compare them, you will get a better understanding of what works and what doesn’t in your current strategy. For example, if one ad does well on Instagram, but you’re not getting many clicks for your Twitter campaign, you can compare the two and establish a new strategy to maximise exposure on both platforms.
The ability to aggregate and cross-analyse data from all of your operations is essential, and it will enable more advanced digital analytics like attribution and ROI (Return on Investment). It is about having all of your data in a single place, within the same format, and of the same quality.
2. Campaign Optimisation
Data without analysis is useless, and without the proper analytic strategies, your team could be sitting on an unrealised goldmine of client information. A professional digital marketing course will cover common analytic strategies to ensure your campaign draws informative conclusions from the data. These strategies like A/B testing, where two different campaigns are run simultaneously, will help you establish a long term marketing campaign that gets your products and services to the people who need them.
3. Improved Segmentation Of Customers
It’s unlikely that your business is selling to an exclusive demographic, but you won’t know the breakdown of your customer base without a quality marketing analytics program. A one-size-fits-all marketing approach may work in a general sense, but the most successful campaigns pay attention to the nuances of what each demographic segment wants and markets to their desires.
For example, as a tourism company you may target ads for skiing to customers who live not far from the mountains, or surfing classes for those who live near the beach based on the data that most of your current customers are staying nearby.
The possibilities are practically endless when you know how to leverage digital analytics to develop effective marketing strategies.
4. Plan Out The Customer Journey Effectively
The journey each customer takes before purchasing a product or service is unique. That said, there are a few touchpoints along the way that you can leverage to ensure the customer gets all the information they need and increase the likelihood of a sale. According to marketing analytics, most clients utilise social media for brand awareness, search engines for consideration, and your website for sales.
Practically, this may look like stunning visual design and catchy content for Instagram, and a more detailed product description on your website. Knowing that people use search engines to learn more about your items, you may construct your website around their most often asked questions and clearly spell out all your product has to offer.
5. Understand Your Customer Acquisition Cost
Understanding the cost and benefit of a marketing strategy is essential once a campaign has concluded. Without key information about customer acquisition, demographics, spending habits and social media exposure, you wouldn’t be able to chart the realised successes or failures.
Finding the acquisition cost is easy with digital analytics: you simply need to divide the cost of the campaign by the number of customers acquired. This leaves you with a solid cost/benefit that you can use to inform future marketing efforts.
Achieve Effective Marketing With @ASK Training
As one of the leading corporate training providers in Singapore, @ASK Training is dedicated to providing clients with strong professional development skills in the workplace. Our digital marketing short course is appropriate for businesses that want to take their digital marketing strategies seriously and equip their employees with the tools required. If you’re interested in pursuing corporate training with @ASK Training, get in touch with us via our contact page and we’re happy to answer any questions you have to get you started on your digital analytics journey.