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“Ad Brief:” How Are the Metrics Changing in Marketing Campaigns Today?

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Every marketer is aware of the need to measure the performance of their marketing campaigns. It’s impossible to know how to focus your efforts going forward if you don’t evaluate and assess the performance of your campaign, industry event, website relaunch, or other marketing activity. But how do you measure performance when the industry metrics are always changing?

Over the previous two decades, a significant change occurred in the measurements marketers use to evaluate the effectiveness of their marketing activity. With the introduction of new marketing strategies and channels and the help of modern marketing technology, we can now analyze the effectiveness of our campaigns at a very detailed level.

But as the last few years have shown, the metrics are always changing. For this Ad Brief, we asked experts in the industry how marketing measures have changed over time and which KPIs we should be emphasizing right now.

Janet Bartoli from The Bartoli Consulting Group says that before focusing on metrics, you should speak with your clients about the audience and the buyer journey. Instead of making keywords a priority like they have been in the past, focus on one or two keywords and prioritize your audience metrics for your content strategy. “As I’ve been saying for a number of years now,” says Bartoli, “It’s really less important on focusing on the single keyword, and it’s more important to focus on search intent.” This is how algorithms you rely on like Google have adapted, so you need to adapt similarly to rank. Include this as part of your SEO plan, as SEO is as important today as ever. Merely, it’s shifted from the single-word keyword to search intent and content quality.

Meanwhile, Alton Duderstadt from Searchology, Inc. sees an increasing shift in AI usage for both data-gathering and content creation. While these tools are great as “spitting out” content, they struggle to adhere to Google Webmaster guidelines. That is, they are unable to create quality content that matches up with the intended audience and gauge a response from them. “I think on the one side you’ve got that big AI push,” says Duderstadt, “On the other side, you’ve got traditional.” You’ve got to work hard to create compelling content your audience will engage with if you wish to rise in the rankings.

On the topic of Google’s algorithms, Nick Footer from Intuitive Digital explains more about the shift to Google’s GA4 transition. This transition is huge and will effect how you can track web engagement. As of the current reporting, this change will come July 1, 2023. If you’re seeking year-over-year data, you need to install GA4 as soon as possible. “If you don’t have it installed and set up properly today,” warns Footer, “You’re already behind.” This should not be something overlooked. Whether you have services to handle set up of GA4 or need to outsource to another company, set up GA4 today so you don’t lose information in the transition.


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