How Do You Evaluate and Measure the Value of your Digital Content

Remem­ber when you could just look at your web­site vis­i­tor counter and know if your mar­ket­ing cam­paigns were suc­cess­ful? Well, those days are long gone and today, eval­u­at­ing the suc­cess of your dig­i­tal con­tent choic­es is a much more com­pli­cat­ed process.

A look at today’s trends is all you need to con­vince your orga­ni­za­tion that you may need a more robust approach to deter­min­ing if you are on the right track:

How users are find­ing you today is also very dif­fer­ent. Search engines account for 48 per­cent of the research done by con­sumers, 33 per­cent of search­es start on brand­ed web­sites, and 26 per­cent start on brand­ed apps.

And do you real­ize how impor­tant under­stand­ing the time of day your poten­tial cus­tomers are search­ing has become? Here’s how it is unfolding:

  1. Ear­ly morn­ing (7 a.m. to 10 a.m.)—mobile devices dominate
  2. Day­time hours (10 a.m. to 5 p.m.)—desk­tops and lap­tops dom­i­nate, but tablet and mobile use is growing.
  3. Ear­ly evening (5 p.m. to 8 p.m.) and prime evening (8 p.m. to 12 a.m.)—the tablet is the main choice of millions.

And when your prospec­tive cus­tomers are find­ing you, are they con­vert­ing into customers?

There is much to infer from these trends, but one thing is crys­tal clear: that counter on your web­site means next to noth­ing now.

So how do you mea­sure the val­ue of your dig­i­tal con­tent and your mar­ket­ing cam­paigns? One answer is to take advan­tage of the moun­tains of data that is col­lect­ed about users’ actions and behav­iour while online.

Even when you have com­plied with the per­son­al data pro­tec­tion direc­tives that have been estab­lished by the Euro­pean Con­ven­tion on Human Rights and those of the Nordic coun­tries, there is plen­ty of data to use. I have talked about this before, but as a reminder, you want to be sure to 1) have the subject’s con­sent, 2) use the data only for the sit­u­a­tion for which it was col­lect­ed, 3) inform the sub­ject when data is col­lect­ed and how it will be used, and 4) keep it pro­por­tion­al to the pur­pose for which it was collected.

Mea­sur­ing the effec­tive­ness of your dig­i­tal con­tent these days requires a lot of data. Most busi­ness­es will tell you that they suf­fer from hav­ing too much data from too many dif­fer­ent sources, spread out on dif­fer­ent plat­forms from dif­fer­ent providers. The more you use an inte­grat­ed plat­form for data col­lec­tion and analy­sis, the eas­i­er it will be to mon­i­tor and mea­sure your cam­paign. If your plat­form isn’t inte­grat­ed, not only is the analy­sis more dif­fi­cult, but you won’t be able to respond quick­ly to changes you may need to make with your con­tent or your campaigns.

Here are some ideas about how to deter­mine which dig­i­tal con­tent needs to be more engaging.

Start­ing with these obser­va­tions will give you an indi­ca­tion if your dig­i­tal con­tent is giv­ing you the desired results. I will explore in a future post some spe­cif­ic tech­niques for improv­ing your con­tent to cre­ate more engag­ing cus­tomer experiences.

It is easy to feel over­whelmed by the amount of data avail­able and how to choose what mat­ters. Tak­ing the steps out­lined above can pro­vide you a sol­id first steep to under­stand­ing how your dig­i­tal con­tent is per­form­ing and what steps need to be tak­en to improve it.