Measuring has become an obsession for brands and one of the issues that practically define the identity of online marketing. The good thing about the internet, brands say to themselves, is that everything that is done and everything that is spent can be measured and can be translated in terms of return on investment. You know where all the euros you spend go to, they tell themselves. But, the truth is that many of those metrics can be easily quarantined and many of them are quite debatable.

An analysis by MarketingProfs has, in fact, analyzed some of these metrics that are used repeatedly in the world of digital marketing and has tried to show why all of them are – or should be already – more than exceeded. They even go so far as to predict that all of them should disappear, although faced with such drastic decisions, perhaps it would be necessary to stop and think a little more.

Possibly this is one of the points on which less doubts can be put and that are less open to debate. It is the first of the online marketing metrics that the MarketingProfs article ostracizes, recalling that although there were times when marketing managers themselves bought Facebook fans to reach wide audiences, those days no longer exist. Organic reach  Qatar Phone Number List   on Facebook is increasingly close to Zero Day and therefore, they warn, it makes no sense to measure and worry about having a million (or two) likes on Facebook if, in reality, those figures will not make the content look.

The appreciations of the article have their basis of reason. Facebook’s position is increasingly debatable in terms of brand image presence (in fact, the recommendation of a Forrester analyst who directly asked brands to leave the social network should not be forgotten) and the truth is that the experts will have to modify how they see what they are doing (and how they hope to reach consumers) to continue taking advantage of the social network. They will first have to modify the type of content (if they want to achieve scope now they will only achieve it with videos) and then they will have to modify their measurement elements. You cannot expect to be successful using likes as a measure of success.

Display ad impressions

The next metric that the article considers worthy of retirement is to measure the reception of online ads using impressions. Brands need to know how many people have seen their ads, they recall, and until now impressions were used for this. But this measurement method has one (or more) buts. Some studies point out that many of those prints are not actually seen by humans (and some of those studies even point out that about half of those prints are left in the hands of robots) and the industry has indeed launched to look for alternatives for these measurements. Are impressions therefore an element to forget as a sign of the success or failure of an online campaign? As long as nothing else appears, it is the only thing the industry really has.

Keyword rankings

And now we are beginning to enter the areas that are most debatable or that lend themselves more to debate. The list considers that the keywords or keywords have died. They directly accuse keywords of being a “brain-eating zombie” of marketing metrics. The personalization of content, geolocation and changes in search algorithms have made, they point out, that keywords have become irrelevant. SEO experts also point out, since searches are increasingly precise and complex, that now you should not bet on positioning content in search engines by betting on a repetition of keywords (that no longer works), but rather that there is They have to work on the content so that it is what Internet users want to find.

Perhaps what to do with keywords is to rethink what they mean. If you continue to think of them as magic words whose repetition will propel a website to the first page of Google, then without a doubt you will be doomed. If instead you think of them as a guide to relevant topics that interest your readers, it is easier to continue to take advantage of them.

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