Digital Marketing – Claire Regan

Simon Sinek: Start With Why

This inspiring TedxPugetSound talk from Simon Sinek implores us to examine not just the things we do but why we do it. Sinek’s hypothesis is that great designers, thinkers and leaders are grounded by a strong belief or a “why” which guides their actions. It is the “why” that customers are responding to when they […]

The Rules of Measurement

Digital measurement tools provide a wealth of useful statistical and analytical information about how, when and where customers interact and engage with your brand online. The previous article briefly illustrates how a measurable digital campaign can keep the financial department satisfied that advertising budgets are being spent wisely (and improve marketing’s reputation!). However, one of […]

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Marketing Hype versus Measurable Results

Marketing departments have long had a ill-deserved reputation for being spoofers; making outrageous claims, embellishing a product descriptions and claiming every increase in sales figures in a bid to justify their advertising budgets. This was often due to the difficulty of accurately measuring how much a particular advertisement has influenced a customer’s decision to purchase, […]

The Dark Side of Monitoring and Measurement

There are several ways that unscrupulous companies or digital agencies can immorally obtain or misrepresent information about online engagement. These methods include misrepresentation of their audience or fans and obtaining information using unethical or even illegal means. The right way to go about improving your online presence is to create content that is valuable and […]

How to Monitor Your Online Presence

Monitoring what is being said online, both by you and by others is the only reliable way of keeping your content relevant and interesting to your customers. A combination of different channels must be employed online to reach your customers effectively, with blog posts, tweets, status updates and comments all feeding back in to the […]

Visualising Website Traffic

Following on from my previous post on the many ways in which website traffic data is collected, comes the issue of what to do with that information. Website usage statistics can be retrieved using a variety of methods and similarly, it can be interpreted and analysed using several different models. One of the reasons that […]

How Website Usage is Tracked

As discussed in the last post on the collection of website usage statistics, reviewing website usage statistics is one of the most important tasks for a digital marketer. It is particularly important to be responsive to usability problems online, where users can easily abandon your site or social media channel if it is not performing […]

Collecting Website Usage Information

Get the habit of analysis – analysis will in time enable synthesis to become your habit of mind. Frank Lloyd Wright One of the most powerful items in a digital marketing toolbox is the analysis of website statistics and usage information. The regular analysis of these usage statistics can allow web designers and marketers to […]

Measuring Value

Not all success needs to be measureable. Something that we discussed recently in the NCI Digital Marketing class was of an expensive display advertising campaign on a popular website which resulted in an abominably poor click-through rate, i.e. the number of people who actually clicked on the ad or engaged with the campaign in the […]

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