When it comes to integrated digital marketing, the best predictor of theory is reality. Using data to compare marketing strategies with real-world results, you can measure outcomes against expected performance and improve upon future initiatives. Through this process of Measuring and Refining your IDM strategy, more effective marketing is born.
There are three key areas to focus on during this final stage of your IDM strategy.
The first is Website Performance Management
Just because your website was effective a year ago doesn’t mean that it is still meeting the needs of your prospects and customers today. It’s important to continuously measure website performance against a number of benchmarks including, but not limited to: Unique Visitor Traffic, Landing Page Conversion and Bounce Rate.
The Second is Social Performance Management
You are actively conveying and promoting your brand message and connecting with your target consumers through your social channels. However, such actions mean little unless you know they are working effectively. A few benchmarks you can use to continuously measure social media performance include: Average Engagement Rate, Customer Response Rates, and Audience Growth Rates.
Finally, Third is Integrated Performance Management
In order to effectively measure and refine your entire IDM strategy, you need an integrated performance management system, also referred to as marketing automation software. Software solutions like HubSpot provide an integrated platform to monitor marketing efforts such as email marketing, lead management, and blogging.
To be successful, you must consistently and judiciously evaluate all tactics and tools to measure actual outcomes against expected performance. You must also use those insights to further refine and improve upon any future IDM initiatives.