Understanding Marketing Analytics and Marketing Trends

Posted by amrina alshaikh on August 13th, 2019

Marketing analytics is measuring, managing and analysing marketing performance and marketing trendsto maximise effectiveness and optimise return on investment. It allows marketers to be more efficient in making spends.

Primarily, it has sales and lead generation applications. Moreover, it can offer incredible insights into customer preferences and marketing trends. But many organisations fail to realise the potential of marketing analytics.

With search engines, paid search marketing, search engine optimisation, and new software, marketing analytics has become even more powerful and easy.

Importance of Marketing Analytics

Marketing analytics allows you to monitor campaigns, their outcomes, and enables us, marketers, to spend money effectively.

If something costs more than what returns it make, it is not a wise long-term business strategy. In search marketing, keywords are one of the most powerful marketing performance metrics. They tell us what is on the mind of our customers. It is the most valuable long-term benefit as it can be utilised to inform and optimise the business and its processes.

By viewing the keyword frequency in customer surveys, you can know about the relative priorities of competing interests. By monitoring change in keyword frequencies, you can identify trends in customer behaviour. Understand the pain points of customers can help us deploy support resources at required places.

Marketing Analytics

It is said that the quickest and easiest way to reach out to consumers is through paid search marketing. Information received from it helps all areas of business.

Keep these five tips in mind while making use of search marketing:

• Do Paid Search Marketing Campaigns: Group keywords in specific groups and use appropriate ad text to improve your Quality Score to lower your bid and improve ad positioning.

• Ad text: Display your keywords in ad text to make searcher and Google know that your ad is relevant to the search.

• Implement Natural Search: Almost 80% of searchers click on an organic ad over a paid advertisement. Incorporate the best-performing keywords in your organic pages and generate relevant content regularly.

• Do Keyword Research: A stagnant keyword list can do the same to your growth as it neglects information on new developments.

• Repeat Ad Nauseum: You must know the negative keywords applicable to you as they are great for preventing unnecessary clicks and spend and ensures that your ads display for appropriate searches.