As we all know, digital marketing indicators or KPIs (Key Performance Indicators) allow us to track a certain series of actions in digital marketing. If you browse the internet, you will find information describing each metric used.
The drawback you may encounter is that it can be overwhelming to find too many metrics and sometimes difficult to understand them properly.
With this article from the O2 digital agency in Dubai, you will not find a definition of each metric, but you will find a way to classify them into types. This will allow you to recognize why it is important to differentiate indicator types and define them correctly in your digital marketing plan.
What Are Digital Marketing Indicators?
To differentiate metrics appropriately, it must be understood that measurement arises from the need to achieve certain objectives in a digital marketing plan.
Based on these objectives, the strategies and actions that will allow us to achieve them are defined, and they can later be evaluated through indicators or KPIs.
So, the most important thing is to understand a little more about digital marketing strategies from the expertise of digital agency in Dubai and O2 is the one that will achieve that for you so keep reading.
Digital Marketing Strategies From Top Digital Agency in Dubai
In the following list, O2 will name some digital marketing strategies so that their concepts are understood to identify certain objectives that will be part of the plan.
- SEO (Search Engine Optimization): A strategy that allows a website to be positioned in first search engine results.
- SEM (Search Engine Marketing): A Strategy that focuses on developing paid advertising through search, display, video, and other solutions in search engines like Google.
- ASO (App Store Optimization): Process used to ensure that a mobile application appears in the first search results in the App Store.
- Mobile Marketing: Strategy encompasses a set of techniques designed for mobile devices.
- Email Marketing: Set of actions that use email as a tool for advertising or promotional campaigns.
- Content Marketing: Content Marketing is a strategy that allows you to develop and share relevant content for a target audience, based on an understanding of their problems or needs.
- Social Media Marketing: Social Media Marketing is the activities that a brand carries out to interact and provide valuable content on social networks to its community of followers.
Each of these strategies uses certain platforms to accomplish its purpose.
To measure the KPIs or metrics of a website, external platforms such as Google Analytics must be used.
It should be noted that marketing strategies such as brand positioning, segmentation or branding are transversal in the plan and are indicated as an important reference for its development.
- Brand Positioning: Marketing strategy that keeps a brand top of mind in the consumer’s mind.
- Segmentation: Strategy that classifies a segment or target audience for the product or brand.
- Branding: An approach that builds a brand through the management of concepts, identity, awareness, equity and brand value.
KPI Classification
KPIs or digital marketing indicators can be classified according to the type of digital platforms. This is because each of these platforms in most cases carries with it a measurement tool, such as Facebook Ads or Google Ads .
In other cases, other tools have to be used, such as websites that require tools such as Google Analytics or Google Search Console to measure user behavior on a website or application. In the case of social media platforms, there are tools such as Hootsuite and Socialbakers that make their management easier or provide information about their content.
Each platform has a well-defined digital objective and certain parameters to meet. This is how the main indicators can be defined.
KPIs According To Digital Platforms
First, it is essential to understand which platforms can be used. Next, we will name the platforms that are used in a digital strategy and their main metrics , at least the most common ones.
we are simplifying websites because there are different solutions for different objectives. To name a few: web pages, minisites, landing pages, blogs, web portals, e-commerce. we are also summarizing the social media , naming on this occasion only Facebook metrics . We know that it is the most representative both as a Social Media and Social Ads platform.
- Websites: Users, New Users, Sessions, Number of Sessions per User, Visits, CTR, Number of Pageviews, Average Time on Page, Bounce Rate, Exit Rate, Average Session Duration, Conversions.
- Google Ads: Clicks, CTR, Reach, Impressions, Quality Score, Avg CPC, CPM, Cost, Average Position, Conversions, Conversion Rate.
- Social Ads ( Facebook Ads ): Frequency, Reach, Impressions, Relevance Score, Clicks, CPC, CTR, CPM, Interactions, Reactions, Comments, Post Share, Video Play.
- Social Networks ( Facebook ): Likes, Interactions, Recommendations, Reach, Page Actions, Visits, Followers.
- E-Mailing: Clicks, CTR, Number of Emails Delivered, Number of Emails Opened, Number of Emails Bounced, Open Rate, Conversion Rate, Cost per Acquisition, Bounce Rate, Open Click Rate.
- Mobile Apps: Acquisition, Uninstall Rate, Active Users, New Users Percentage, Session Duration, Session Interval, App Usage, App Flow, Attribution, Retention, LTV.
Selecting Strategies and Platforms According To O2 Digital Agency in Dubai
Because strategies come with a predetermined objective, it is possible to identify the platforms that will be useful to meet the stated objectives. From this selection of platforms, we can define some key metrics.
Let’s say our strategy is to use Facebook on social media to increase brand awareness. Then we would have to create content on the platform and measure the number of interactions on the fan page. There are other metrics, this is just an example. It is not limited to these metrics, it depends on how they are defined in the plan.
Another example would be if we need as a digital agency in Dubai to inform our current customers about a one-time promotion. In this case,we could use an email marketing campaign to communicate it. we would need to measure the result in terms of the number of clicks and the number of emails opened. If you want more details, we can include other metrics and go into more depth with the analysis.
There are more technical cases, such as when developing an SEO strategy . Here, a website needs to be optimized to improve its position in search engine results. Although a website does not have metrics, there are tools such as Google Search Console that can be used to measure results. For example: the number of clicks, number of impressions, number of internal and external links, crawl errors, among others. There are a variety of tools for SEO: SEOptimer, Ahrefs , Ubersuggest , SEMrush , or downloadable software such as Screaming Frog .
To Wrap Things Up
Objectives determine certain strategies that will lead to a group of actions in digital marketing. These can be measured based on the established goals.
Depending on the characteristics of the strategies, the actions to be carried out to achieve the objectives can be specified. In this way, the most relevant indicators can be defined in a consistent manner.
Finally, we point out some recommendations for using indicators.
- Use essential metrics to establish KPIs.
- Separate website and social media metrics.
- Use standard reports to present information so that it can be understood by different people.
- When presenting information, the best way to establish evolution is through data over time (days, weeks, months).
- The graphics must be clear, so different types of diagrams must be used to organize the data well.
Now let O2 digital agency in Dubai implements your digital marketing strategy from scratch and then apply all the KPIs to get superior results than competitors in the highly competitive UAE market.
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