Digital marketing is more than just online media

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Now, where do you have a high conversion rate but which brings in a lot of visitors? Or is it where I have the most revenue? Or where do I have the highest ROI? All of these isolated questions lead you to make decisions that are often wrong. Even based solely on ROI.

So, many times you look at what apparently gives you the least results and decide to cut back on media on that channel. What happens? At the end of the month, media results plummet. This is because, often, in digital, you don't measure all the channels the customer went through to make a purchase.

Let's imagine a person who started running. They saw an ad for your sneakers on a news portal, then were impacted again on Facebook, clicked on a link on Twitter and after a while clicked on the sponsored link and made the purchase. The only person who will chile mobile database receive credit for the conversion is the sponsored link, if you are evaluating the basic Google Analytics attribution model, which is the last click. But if you cut out the portal back there, most likely the person would never have searched and clicked on the sponsored link!

Now comes the most important part of this article, so stay tuned!

Online shopping journeys are full of new paths and shortcuts. It is difficult to have a standard, a right path. Therefore, we can impact consumers at different times and through numerous channels, traffic sources and devices.

Analytics can already give you a multichannel view, showing the path people are taking. At times like these, you realize that not everything has a pattern. Each consumer has a journey that varies even more within different market niches. Behaviors are different.

img 16 Data-Driven Marketing: Fighting the Illusion of Online Media Results
Now, it is important to address the issue of direct and assisted conversion. Let's recap:

Direct conversion: this is when a person enters a sponsored link, for example, and performs the conversion.

Assisted conversion: here, we have a more macro view. We can see which channels were part of the path to conversion, but which were not the last channel of interaction.

It is very important to look at this table so as not to make a mistake and cut out a media that apparently converts less, but which is a great assistance channel that takes people to a more “effective” channel.

Assist rate: this is the proportion of assistance generated by each channel in relation to direct conversions. In other words, if a channel has an assistance rate greater than one, it means that it provided more assistance for conversions in other channels than in its own channel. It is important to note that when the IA (assist rate) is less than 1, the channel is characterized by more direct conversions than assists.

It is very common to see company directors desperate because the number of leads has dropped, or the investment allocated to digital marketing has not performed as expected.

The most impressive thing is that when the results are not so good, the first culprit is online media (you can bet on it). However, digital marketing is not limited to just online media.

We can't put all our hopes in the media. Today we live in a scenario where almost 36% of web traffic is fake. In other words, almost 40% of your banner clicks are made by robots.

How do you think the market reacted when Facebook admitted that some of the results it was presenting were wrong? That the reach and engagement metrics were not accurate? How can an agency or a team that delivers performance reports trust this data? Sometimes you invest in advertising on YouTube, but 94% of the audience skips your ad.