In an industry that can change in an instant, a lot happens in a year. And this year was no different.
The year 2016 saw long-awaited updates, new user behavior habits and expectations, and a virtual explosion of technology driven possibilities. We also witnessed the further development of artificial intelligence, a technology whose full potential has barely been glimpsed.
It’s been a heck of a ride, and it’s not over yet.
As we enter the New Year, digital marketers face exciting prospects from emerging technologies. Our audiences are engaging with tech in different ways, from voice search, to increased mobile usage, to virtual reality. As marketers, with expansion of technology comes an ever greater need to track its effectiveness. In this article, we’ll cover four important trends worthy of your attention in 2017.
A doctor wouldn’t treat two different patients the same just because they were diagnosed with the same condition. As a doctor of marketing, shouldn’t your client campaigns be subject the same kind of nuance?
We’d argue yes.
Sure, there may be digital marketing guidelines and practices that are common across verticals, but that doesn’t mean there isn’t room to refine your reporting practices based on a client’s specific industry. When it comes to healthcare, there are distinct procedural and user behaviors that can be used to strengthen both reporting and your marketing campaigns.
According to a report from Econsultancy
, healthcare and pharma industries will spend $1.93 billion on paid digital advertising in 2016. Many digital agencies have the opportunity to work with companies in this space, whether specializing in the healthcare niche or having select clients in the field.
Healthcare clients are likely to have highly organized marketing staff who care about detailed data. They’ll want to see detailed breakdowns of campaign performance in regular digital marketing reports and hear thought-out explanations to justify recommendations.
In this article, we’ll cover a few tips to help you build better analytics reports for healthcare clients.
You work in digital marketing. You get excited about data, the latest AdWords features, or new linkbuilding tactics. Yet, when you’re ready to pitch your services to a potential new client, you find that they simply don’t share your excitement.
New prospects may be hesitant toward digital marketing. They may be cautious about how well it will work compared with previous efforts. Perhaps one stakeholder within the company is pushing for more investment in online efforts, but the CEO prefers to stick with more traditional advertising.
As an industry professional you know that what has been is not necessarily an indication of what could be. That is, what is possible when campaigns are set up and run with proper expertise and due diligence.
In this article, we’ll cover a few challenges agencies often face in talking to potential clients. Knowing how to respond to potential questions and concerns can put you in a better position to sell the services you care about.
“If you can’t measure it, you can’t improve it.”
So wrote Peter Drucker, an “Austrian-born American management consultant, who contributed to the practical foundations of the modern business corporation” 
. The main reason why you should measure it is that it forces you to pay attention to your activity and identify what needs to be improved.
But before you get to that optimization point, you need to define what your KPIs are. They differ in every business, sector and organization.
If you partner with Megalytic to pursue digital marketing success for your business and your clients, you need to first define what success means to you. In my organization, Mercator Media
, we look at different parameters to define success for our clients. We are a B2B media company building audiences and creating new markets online and then selling advertising spaces on our 14 websites to influence that audience. We are able to give our clients access to over 160,000 professionals in the marine industry globally.
These ad spaces take different forms; they can be one of the following:
- a sponsored article about a client’s new product or event published on our news websites;
- a directory entry about a client’s organization with details on their specialty, address, contact details and lots of other useful content;
- jobs published in our jobs section for all relevant positions within our industry;
- a sponsored post on our Social Media channels (Facebook and Twitter);
These advertising spaces are products that allow us to survive as an organization, so you can only imagine how important they are for us. But we could not keep reselling them to the same clients if we were not able to measure what the clients consider relevant. And this is thanks to Megalytic. Let’s look at an example of what I am talking about.
Deep down somewhere, everyone dreams of having their own business, being their own boss and seeing their ideas become a reality. For as many reasons as there are people, most of us never become entrepreneurs. But for those that do, the age we live in comes with advantages and pitfalls to be used and navigated.
Whether you’re a small business owner or a marketing manager for a startup, you know that businesses face many challenges getting off the ground. Raising awareness about your brand, knowing what marketing channels to invest in, managing time and resolving reputation issues are all common to businesses small to large.
Thankfully, resources in the digital marketing world can help to solve these problems. In this article, we’ll offer a few tips for using digital marketing strategies to address problems that business owners and marketers far commonly encounter.