2019Digital Trends Inspiring meaningful transformation - Sparxoo
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2019 Digital Marketing Trends Inspiring meaningful transformation.
Hello
Trendsetter, Table of Contents
As 2019 grows closer, we’re more excited than ever to talk about 01 | Millennials vs. Gen Z
the future of digital marketing. Our team of strategists, storytellers, 03 | Social Influencers and Product Integration
developers, and all-around digital experts came together to identify
05 | Digital Can Be Beautiful
the trends shaping the digital landscape, so you can map your
07 | Maximizing Video Budget & ROI
brand’s marketing plans and align your initiatives for success.
09 | Be Fruitful, and Multiply Your Content
Put on your thinking cap, and let’s get started. 11 | VR, AR, and Non-Traditional Video Formats
13 | Gamification, Chatbots, and Alternative Engagement
15 | Connecting Personally Amidst Privacy Fears
17 | Marketing KPIs That Actually Matter
2019 Digital Marketing Trends i
W
hen it comes to picking over the purchases their parents
the ideal demographic make, their real spending power is
3
for your brand, the roughly $200 billion.
answer isn’t completely cut and dried. You read that right. All things
While you want your brand to be able considered, these two generations
to speak to more than one population, have roughly the same money to
these two young age groups have spend—and that’s not all they have
different expectations and needs. in common. Both generations turn to
While the word “Millennial” might social media and mobile advertising
conjure up images of avocado toast when making purchasing decisions,
and youthful energy, individuals in this and 88% of consumers in both groups
age group (with birth years between seek out ads that appeal to their
4
1981-1995) are now reaching their activities, location, and tastes. Both
prime adult buying years. The most generations also demand authenticity
studied consumer generation in from brands and are more likely to
history, Millennials have roughly $200 purchase from those that share their
2
billion in consumer buying power. The personal values.
Millennial coming-of-age also means
The difference comes not in what they
that as they hit their stride in their
expect from digital marketing, but the
careers, they are holding the purse
Millennials
expectation each generation has from
strings as B2B decision makers.
brands and technology. Millennials
Coming up quickly behind their are accustomed to rapid evolution
vs. Gen Z
predecessors are Generation Z (with and on-demand services—they’ve
birth years between 1996-2015). matured alongside technology from
This group of kids, teens, and young dial-up and VHS to watching Netflix
adults might not yet be in their prime on their smartphones. Because of
spending years, but appealing to them this, they expect tech (and brands) to
is important nonetheless: they have a continuously evolve. Gen Z was born
Brands want to speak to everyone—but where should the primary
reported $44 billion in buying power, in the digital age, and rely natively
focus be? Millennials are hitting their prime spending years, and Gen
and when you factor in their influence on screens to live their lives, but
Z is coming up quickly.
2019 Digital Marketing Trends 01
Millennials were
pioneers in the
digital age... are generally slower to trust brands
and more cautious about sharing
customers to engage online? Do you
want them to share information? Do you
Generation Z did information: more than half of Millennials plan to evolve your offerings regularly,
not witness these
consistently post online updates, or offer simple solutions for a multi-
compared to only 32% of Gen Z. About tasking world? When you’ve honed in on
innovations but,
a third (31%) of Millennials post reviews the experience you want to offer, you’ll
of products, while only 15% of Gen Z understand which of these groups is
rather, they were
5
shares opinions about their purchases. more important for your brand.
born into it.
When choosing your target
demographic, consider: do you want
— Ryan Jenkins, Inc1
1 https://www.inc.com/ryan-jenkins/generation-z-vs-millennials-the-8-differences-you-.html
2 https://adage.com/article/digitalnext/millennials-party-brand-terms/236444/
3 https://www.forbes.com/sites/lauraheller/2015/08/14/move-over-millennials-generation-z-is-in-charge/#7f5abaf05232
4 https://www.verve.com/wp-content/uploads/2018/04/VERVE_Bernard_Mobile-Prodigies-New-No.-1_INFOGRAPHIC.pdf
5 https://medium.com/writers-guild/five-big-differences-between-millennials-and-gen-z-that-you-need-to-know-fdefb607fc41
2019 Digital Marketing Trends 02
O
nce upon a time, selling Currently, video content, especially on
a product was as easy as YouTube, is a huge outlet for influencers
enlisting a celebrity to give it with every level of viewership, from
a thumbs up. With younger audiences budding and niche micro-influencers
craving authenticity from brands, with a handful of devoted subscribers
celebrities have lost their endorsement to respected experts and content
clout to social media influencers. When creators with regular viewers in the
it comes to connecting with audiences tens of thousands. Young audiences
in your core demographic, influencers especially connect with YouTube
have a built-in audience ready and creators on a deeply personal
willing to listen to the messages they level—70% of teenage YouTube
share. If you can build a relationship subscribers say they relate to YouTube
with trusted influencers in your creators more than traditional
industry, that message will bring those celebrities, and 4 in 10 millennial
eyes, ears, and dollars to your brand. subscribers say their favorite
Social
When seeking out the right influencers, creator understands them better than
7
it’s important to know where your their friends.
Influencers
audience is getting their information. When it comes to choosing an
When measuring the success of influencer (or a community of
influencer marketing programs, 92% of influencers) to spread your brand
and Product
marketers cite Instagram as the most message, that authenticity is the first
important social network for influencer and most important thing you should
marketing, followed by Facebook look for. If an influencer presents a
Integration
6
at 77% and blogs at 71%. Most product in a way that feels inauthentic
influencers will have a presence on or is too obviously sponsored content,
more than one platform (for instance, it’s unlikely that young audiences will
Youtube, Instagram, and Facebook), continue to trust their message and
so it’s important to know what their purchase products they endorse.
Connect people with products through authentic relationships with following looks like across platforms
For this reason, it’s worth looking at
content creators they already know and trust. and where the overlap lies.
their follower counts for quality over
2019 Digital Marketing Trends 03
Tips
quantity, as micro-influencers are often If you want truly authentic engagement
more trusted in their specialty areas from your influencers and higher
than accounts with more followers. conversion rates from their followers,
Micro-influencers typically have 60% offer them the opportunity to give their
higher engagement on their content, honest feedback about your product
likely because they have 22.2x more and begin the conversation with
weekly conversations than the average their followers. As we know, younger
consumer and are genuinely invested audiences are drawn to experiences
in their message. Plus, because they and values when making purchases,
have lower follower counts, they’re and they’re going to trust people who
generally 6.7x more cost-effective for regularly offer them content they can
8
marketers than macro-influencers. trust to be fair, balanced and honest.
Their content is often more affordable,
and sometimes they’ll work for free
products rather than cash.
Quick Tips to Spread
Your Influence
1 Determine if your brand is more suited to macro-
influencers (10000+ subscribers) vs. micro-
influencers (less than 10000 subscribers).
2 Authenticity is key: share your brand story and
values openly, and influencers will spread the word.
3 Keep the relationship going: make the influencer a
part of your ongoing brand evolution.
6 http://www.linqia.com/wp-content/uploads/2017/12/Linqia-The-State-of-Influencer-Marketing-2018.pdf
7 https://www.thinkwithgoogle.com/consumer-insights/youtube-stars-influence/
8 https://medium.com/swlh/why-micro-influencer-marketing-is-the-game-in-2018-fdeda0993c36
2019 Digital Marketing Trends 04
P
eople have come to expect can (and should) inform each other,
a seamless, simple, beautiful and your messaging and design go a
experience on every site they long way to articulate your company
visit. 39% of users will stop engaging values, define your brand, and engage
with a website if images won’t load or your audience. Unexpected pops of
take too long. More than 7 out of 10 color in unique combinations, subtle
(73%) people say content must display animated elements, and clever copy
well on the device they’re using. If work in tandem to keep your audience
the content doesn’t load quickly and interested in your message, build
remain easy to consume, you risk losing trust in your brand, and drive leads to
9
your audience. You also have to ensure become loyal customers.
that your site isn’t just mobile-friendly,
The key to great web design is
but truly responsive. Mobile traffic has
balance. Too little visual interest and
accounted for more than half of all web
potential customers will perceive you
traffic since 2015 and is expected to
as stagnant and clinical. Too many
account for 79% of internet traffic by
trendy choices and you risk your site
10
the end of this year.
becoming dated before you’ve gained
This expectation for a seamless user any traction. Choose a few core design
experience goes beyond the technical elements and colors, and balance
needs of a quick-loading, easy to them with neutral, timeless, and
Digital Must
navigate website and extends to how functional elements.
you present your brand. Audiences
Once you’ve settled on a beautifully
want to be able to easily understand
designed and developed site, your
Be Beautiful
what your company does and what
work isn’t done. Use the fonts, colors,
you stand for—46% of website visitors
design elements, and brand voice
claim that a lack of a clear message will
you’ve carefully cultivated on your site
11
cause them to leave a site.
on every digital platform, and carry
Prioritizing function doesn’t mean these choices throughout your brand
User experience can go beyond function to surprise, delight, and you have to compromise beauty, collateral. Whether a customer has
amplify your brand voice. either. Site design and functionality found you through a digital ad, spotted
2019 Digital Marketing Trends 05
Tips
Top Three UX-Focused you on a billboard, or because you’ve landscape is constantly evolving, your
Design Tips handed them a business card, they
should have a consistent experience
online presence needs to do the same.
Make regular updates to your brand
1 Responsive design is no longer a choice—it’s that ties directly to the site you’re and your website to ensure that your
a requirement. driving them to visit and the product company remains beautiful, on-trend,
you want them to purchase. and fully-functional.
2 Integrate imagery, video, and motion organically.
Say no to boring, overdone stock photos. Most importantly, don’t let your
site stagnate. Because the digital
3 Less is more. Focus on design choices that
function beautifully and communicate clearly.
9 https://blogs.adobe.com/creative/files/2015/12/Adobe-State-of-Content-Report.pdf
10 https://www.zenithmedia.com/mobile-forecasts-75-internet-use-will-mobile-2017/
11 https://komarketing.com/files/b2b-web-usability-report-2015.pdf
2019 Digital Marketing Trends 06
No medium matches video when you animated route, work with storyboards
need to create captivating content. By as a foundation to map out everything
considering your overall content needs you need. Spending more time on pre-
before you begin production, video production will help reduce bottlenecks
becomes not only compelling, but also in the more expensive phases of
incredibly cost-effective. On average, production and editing, and help your
97% of marketers say video has helped videos be campaign-ready sooner.
increase user understanding of their
Video can be used beyond social media
product or service, and 76% report
to help with conversion, too. When
13
increased sales.
you’re planning your video strategy,
Maximizing your video budget starts be sure to consider platforms like
with planning your content strategy email, retargeting, and post-purchase
carefully. Map out what videos you support. Including video in these
want to post and where, and identify outlets help increase the return on
potential overlap. Audiences on various investment for your video budget, and
platforms have different needs and further improve your brand awareness.
expectations for video, and it’s fairly For example, when comparing a
Maximizing
easy to repurpose one longer video into dynamic video retargeting campaign to
30-second, 60-second, and 90-second traditional retargeting campaigns, the
pieces for various platforms. overall increase in click-through rates
Video Budget
If you know you’re going to spend time (CTR) were measured at 74%, while the
and money on production, don’t go return on investment (ROI) increased
14
in blind. Make sure your spending is by 49%.
& ROI
efficient by having a clear list of needs Most important to making a video
not only for the next video on your that delivers ROI? Make it genuinely
content calendar, but for all of your valuable. According to a recent survey
upcoming videos on every platform. conducted by Google, most users turn
If you’re shooting a live-action video, to video for very specific reasons: over
By carefully planning out video strategy and shooting schedules, make sure your shot list is completely 70% are looking to solve a problem
video becomes an incredibly cost-effective marketing strategy. comprehensive. If you’re going the in their job, studies, or hobbies. Even
2019 Digital Marketing Trends 07
more users (to the tune of 86%) said people learn and solve problems is the
they turn to online video to learn best way to bring people to your content
15
something completely new. As video over the competition.
becomes more and more popular,
ensuring that you are genuinely helping
Your brand is not a
stagnant strategy
on a piece of
paper—you must
bring it to life. Video
lends electroshock
therapy to
flatlining marketing
strategies and
generates pulse.
— William Craig, Forbes12
12 https://www.forbes.com/sites/williamcraig/2018/04/24/the-growth-of-video-marketing-and-why-your-business-needs-it/#1725f6147c2d
13 https://www.wyzowl.com/video-marketing-statistics-2018/
14http://blog.treepodia.com/2017/04/video-retargeting-outperforms-traditional-retargeting-with-average-industry-increases-of-74-in-ctr-and-49-in-roi/
15 https://www.thinkwithgoogle.com/intl/en-ca/advertising-channels/video/self-directed-learning-youtube/
2019 Digital Marketing Trends 08Making beautiful, useful, genuine micro-content, and always link to the
content that your audience will love larger piece.
doesn’t mean reinventing the wheel
Be sure to consider what you want
every time you want to write a tweet.
your audience to do once they get to
Reusing and repurposing content is
the larger piece of content, and what
simple, cost-effective, and helps you
point of your sales funnel they are in.
spread a unified brand message across
Think about who your ideal buyer is,
multiple platforms.
and what you think they’ll gain from
Reusing and repurposing content is no this content. Do you want them to join
big secret—57% of marketers look for your email list? Reach out and start
ways to repurpose content as part of a conversation? Make a purchase?
16
their overall marketing strategy. The Understanding the position your ideal
struggle comes not in simply reusing buyer is in and anticipating their needs
content, but in making it look effortless at various points in the sales funnel
and continuing to offer valuable will help you guide them on a path to
content that your audience actually trusting your brand and making
wants to see. a purchase.
Be Fruitful,
The key to making this happen is Once you’ve sliced and diced your
starting larger, and working your way larger content, employ the art and
smaller. Starting with larger pieces science of smart listening and
and Multiply
of content—such as white papers, community management to figure
longer videos, keynote addresses, out how your audience is responding
and research reports—and convert and what they’re finding useful. Post
Your Content
them into smaller ‘snackable’ pieces one round of micro-content to each
of content and micro-content. You’re platform, and see where your audience
not constrained to one medium, either. is catching on. Looking at the numbers
You can easily turn one piece of larger is a good place to start, but not always
content into articles, blog posts, short the answer when it comes to finding
Show off your content marketing skills by cutting up larger pieces videos, gifs, quotes, and images. Build the right piece of content for each
of content into lots of “snackable” pieces of smaller content. a strong CTA into each piece of platform. Just because something
2019 Digital Marketing Trends 09Tips
Make your content work
smarter, not harder has high engagement and tons of that they’re enjoying your content,
1
comments doesn’t mean your audience take a second pass through your larger
Understand your ideal buyer’s wants and needs.
is loving it: are people actually reacting content and make another batch of
2 Start big with your content, work your way down.
well, or are you getting flooded with snackable pieces. Are there any morsels
3 Offer the same message on every platform, and
have a clear call-to-action.
angry comments and turning off your you might have missed or delicious bits
potential customers? your audiences loved? Fill their feeds
4 Listen to your audience, and adjust your
approach accordingly.
Once you’ve determined what your with what they want to see.
audience is actually looking for and
5 Lather, rinse, repeat.
16 https://contentmarketinginstitute.com/wp-content/uploads/2015/09/2016_B2B_Report_Final.pdf
2019 Digital Marketing Trends 10W
hen you think about few years ago, and several other brands
video, think beyond a have followed this example when it
rectangular screen and comes to building communities through
a flat frame. As technology evolves, interactive video experiences.
new and exciting ways to offer useful,
Before you jump on shooting fully
valuable content to your audiences are
immersive VR content for the Oculus
quickly emerging. Interactive, 3D, and
Rift, consider the cost and user
immersive experiences are all excellent
experience. Not many users own and
ways to utilize video to engage with
regularly use VR goggles, and even
your audiences. While these more
fewer use them for branded content.
advanced video techniques might
AR experiences that only require smart
seem complicated or expensive, they
devices that users already have on hand
offer even greater ROI and engagement
are the most successful. Interactive AR
than more traditional video formats.
apps can easily offer users a live 3D
Virtual and augmented reality (VR demo of a product in their space using
and AR) present unique ways to their smartphone camera.
integrate branded content into
Of all the immersive formats,
VR, AR, and
immersive experiences that audiences
360-degree video is one of the easiest
enjoy. When surveyed, 82% of
to adopt. When using 360-degree video
people anticipate a greater focus on
in marketing campaigns, engagement
Non-Traditional
developing augmented reality (AR)
and ROI are significantly higher: in one
experiences for smartphones, with
test where flat-frame and 360-degree
marketing being in the top 5 industries
video were compared with the same
Video Formats
where the greatest investment is
thumbnail and caption copy, the cost
18
expected. Some AR experiences are
per 1,000 impressions (CPM) for
triggered by a specific GPS location
360-degree video was less than half
through a smartphone’s location
the cost compared to flat-frame video,
services, and offer interactivity based
views were 28% higher, and click-
Non-traditional video may initially be more challenging or expensive on a user’s location—the most popular
through rates were more than 8 times
up front but offers huge ROI. example of this was the Pokémon Go a
2019 Digital Marketing Trends 1119
higher. With 360-degree cameras Don’t dump too great of an investment
suitable for shooting web-quality video with a higher barrier to entry—after
easily available, integrating this format all, the point of digital marketing is to
into your larger video strategy is simple. build a connection with prospective
With the rapid evolution of VR and AR customers, not to create content they
formats, it’s important to keep an ear to can’t access or relate to.
the ground and understand where your
time, energy, and budget is best spent.
Simply put, we
believe augmented
reality is going to
change the way
we use technology
forever. We’re
already seeing
things that will
transform the way
you work, play,
connect and learn.
— Tim Cook, Apple17
17 https://medium.com/@hello_37697/the-forte-of-augmented-reality-in-the-modern-world-eaf2a8d7903
18 https://www.perkinscoie.com/images/content/1/8/v2/187785/2018-VR-AR-Survey-Digital.pdf
19 http://magnifyre.com/360-degree-video-case-study/
2019 Digital Marketing Trends 12D
efining your brand’s voice percentage of American adults who
means more than shouting say they’ve used a chatbot in the last
into the void—you want to year is almost precisely the same
give your audience the chance to percentage who own and use a smart
talk back. Beyond drawing in new home speaker (such as Amazon Alexa
20
customers, you need to keep your or Google Home).
existing customers engaged with your Even when your customers don’t need
brand and ensure they’re getting great to solve an immediate problem, you
service. In the digital age, a face-to- want to remain engaged and top-of-
face connection at a brick-and-mortar mind. Give your customers an incentive
location isn’t always an option for to keep coming back by gamifying
customer service. Connecting with purchases and help draw people into
customers in a way that’s enjoyable your brand. Giving your customers
and easy is the best way to build trust points and incentivizing purchases has
in your brand and keep your existing come a long way since the days of the
customers happy and loyal.
Gamification,
punch card, and leads to huge rewards.
Offering personal, engaging service Marketers who use gamification
doesn’t mean you need to have human typically see a 47% increase in client
Chatbots, and
service agents on call 24/7. Thanks engagement and up to a 22% increase
21
to advances in machine learning and in brand loyalty.
AI, chatbots have become a useful There’s a solid reason for gamified
Alternative
tool to help prospects gain initial marketing: science! When we
information about your brand, and for complete an action and receive a
existing customers to get help when reward, our brains release dopamine, a
Engagement
they need it. 64% of people say that neurotransmitter that triggers positive
24-hour service is the key benefit of emotions. This dopamine incentivizes
chatbots. As customers become more people to repeat actions that trigger
and more comfortable interacting the release. Giving people an extra
with smart devices and AI in their sample or a path to earn a reward
Make marketing connections that your audience will actually enjoy. daily lives, they’re more comfortable is the perfect way to leverage this
turning to web-based chatbots to get neuroscience to your advantage and
their questions answered. In fact, the
2019 Digital Marketing Trends 13Tips
guide your customers to (literally) play have come to expect from brands:
by your rules. 56% of consumers expect brands to
Customers want By engaging with your customers in demonstrate an understanding of their
ways they want to connect with your wants and needs, and 79% of consumers
only consider brands that demonstrate
1 To be engaged where they’re already looking. brand, you’re more likely to help them
feel not only heard and respected, that they care and understand about the
2 To be understood, heard, and seen on an
individual level.
but truly, heard, seen, and wanted. individual consumer.
22
This is what the majority of customers
3 To buy from brands that innovate and engage
on new platforms.
20 https://www.convinceandconvert.com/digital-marketing/6-critical-chatbot-statistics-for-2018/
21 http://www.snipp.com/blog/2017-06-21/the-power-of-gamification-participation-engagement-loyalty/
22 https://www.wantedness.com/
2019 Digital Marketing Trends 14L
et’s face it—it’s been a wild year into the social media trust issues and
for cybersecurity. Large-scale revealed how brands can improve.
data breaches have shaken faith 40% of people state they’ve deleted
in social media and digital marketing, at least one social media account in
leaving many people hesitant to share the last year due to privacy concerns,
information online. Especially younger with younger users being even more
generations are hesitant to engage with likely to abandon ship when faced with
ad content and offer up information concerns about their personal data.
to brands as they see the havoc More than not trusting social media
cybersecurity breaches have wrought platforms, users also demand that
on their predecessors. brands hold social media platforms
Things that marketers take for granted responsible for the ad content
and use heavily, such as cookies, displayed alongside their content,
gated content forms, and other with 70% of users expecting brands to
demand stricter regulations on ‘fake
Connecting
personalization tools can call into
question whether brands are asking news’ and hate speech, and 71% of
for too much from their customers. users expecting brands to push for
25
greater individual privacy protections.
Personally
Asking for too much information
from your customer will cause them While those numbers might seem
to lose trust or just abandon your staggering, they’re not really surprising.
Amidst Privacy
content altogether. Roughly 69% of When you consider that younger
people state that excessive form field audiences are transparent with the fact
requirements cause them to abandon that they’re most interested in brands
Fears
a general inquiry form, and 65% of that share their values and demonstrate
people refuse to complete a form if it that they genuinely care about their
24
asks for too much information. customers, it makes perfect sense that
Consumer trust is especially low they believe brands are accountable for
when it comes to social media use. A their ads appearing alongside sensitive
Find the balance between personal and off-putting when using data recent study by Edelman dove deep content, and that brands should use
to connect individually with customers. their powerful position to speak up for
2019 Digital Marketing Trends 15the rights of their customers. of the social side of social media and
We learned that The best way to build trust on build a direct dialogue with individual
customers in your audience. People
there is a serious
social media is to leverage personal
connections on your own pages rather take notice when a brand dedicates time
lack of confidence
than getting scary with ultra-specific and energy to answering questions,
targeting. If you’ve been paying responding to comments, and
in social media in attention up to this point, it shouldn’t addressing concerns in an honest way.
come as a shock that modern audiences
all regions of the expect honest, valuable content from
world. This is a cry
the brands they follow, and that they
want their voices heard. Take advantage
from the heart;
people are scared.
They are outraged
about the violation
of their privacy, and
uncertain about
the truth because
of the plague of
fake news.
— Richard Edelman, Edelman23
23 https://www.cnbc.com/video/2018/06/18/edelman-ceo-fake-news-is-cancer-in-the-bloodstream.html?&qsearchterm=edelman
24 https://komarketing.com/files/b2b-web-usability-report-2015.pdf
25 https://www.edelman.com/sites/default/files/2018-06/2018_Trust_Barometer_Brands_Social_Media_Special_Full_Report.pdf
2019 Digital Marketing Trends 16M
arketing is about so metrics make the most sense for your
much more than beautiful campaign and business needs. Don’t
creative and cutting-edge go into these conversations (or your
technology. You have to make it count, campaigns) blindly. Look at competitors
especially if you want buy-in to justify and take advantage of all analytics
a bigger marketing budget. In a recent tools and data at your disposal to lay
survey, 80% of CEOs stated that they out some realistic and optimistic goals
do not trust marketers and believe that before you begin.
marketers are disconnected from their
Overall, the most useful and clear
company’s financial goals, while 90% of
metrics that are going to justify
the same pool of CEOs implicitly trust
a marketing spend are customer
CIOs and CFOs. 74% of these same
acquisition cost (CAC) and conversion
CEOs feel they would trust marketers
rates on marketing qualified leads
27
who are entirely ROI-focused.
(MQLs). These hard numbers are
Demonstrating that you’re conscious easiest to measure and indicate a clear
of budget and ROI starts with setting return on investment. Other important
realistic expectations and attainable quantitative metrics will vary based on
Marketing KPIs
goals. While the budget conversation the platform you’re investing in. While
might not always be an easy one still numerically driven, they might
to have, you need to be able to not be specific to revenue and dollar
That Actually
demonstrate that you’re turning amounts. These might include dwell
whatever money has been dedicated time and traffic on websites, watch
to marketing into loyal customers. time on video, engagement on social
Matter
By having the hard conversations up media, bounce rates and unsubscribes
front, you’ll be able to lay out what’s on email, and click-through rates on
achievable with a specific budget any CTA links you provide your leads.
and identify potential platforms and Looking at these numbers will show
approaches to maximize ROI. what is and what isn’t working so you
Develop your individual scorecard for success based on metrics As part of your initial planning and can optimize as you go along and
that actually make sense for your campaigns and business needs. budget conversations, identify which change course if necessary.
2019 Digital Marketing Trends 17Tips
Investing in
incrementality
means that we While these quantitative metrics are between these qualitative metrics and
believe that more going to give a direct snapshot of ROI, the hard and fast numbers of CAC and
robust measurement
they’re not going to paint the full picture. conversion rates, you’re going to have
Equally important (albeit more difficult to a much easier time telling the story of
will make us, in the
track) are the qualitative “soft” metrics how your marketing efforts have paid off
that make your brand tick. These are on both the emotional and data-driven
long run, a more the things we’ve discussed that matter
especially to younger demographics,
sides of the equation.
efficient marketing such as brand loyalty, affinity, and
business.
trust. If you can identify a correlation
— Alok Gupta, Lyft26
26 https://www.facebook.com/iq/articles/measure-marketings-true-value-with-incrementality/
27 https://www.fournaisegroup.com/CEOs-Do-Not-Trust-Marketers/
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