The main advantage of digital marketing over other advertising and sales methods is the ability to measure everything that happens. Currently it is possible to obtain a lot of information about the consumers or the target that we want to address. But nevertheless,what metrics should we pay attention to and how can we do it? Of this and more, we talked with Fernando Vega, Social Solution Manager LATAM at Comscore.
—What is the importance of metrics in digital marketing?
The importance lies in knowing how to interpret them. In 2022 everything is measurable; ten years ago people struggled more to get data and that was the goal. Now everything is more within reach. However, what use are these data to us? What is the use of knowing that you have 5 million followers or 20 million pageviews or 3 minutes of stay on your site? More than the importance of having the data, it is knowing how to interpret them.
Faced with this, people have two options:
- 1. Training to know how to interpret the information.
- 2. Lean on tools that helped to explain the data and therefore they can optimize their digital resources.
—What digital metrics should an entrepreneur or marketing manager focus on?
It depends on the medium, it can be website or social networks. Now we are going to forget if the traffic is from mobile devices or PC, because each user is multi-device. So we divided it into web and social media.
On the web: you have to focus on the dwell time of the user, that is to say how long they stay on your site, that is the “jewel”. Beyond that you have 100 users and they last 1 minute, it is better to have 10 users that last 10 minutes because they are really interested in your content, they get hooked. Another important metric is pageviews to determine how much that user consumes, which is tied to a low bounce rate. And if you have video, also the metrics that this entails, how much video time your audience consumes.
Already speaking in aspects of Social media, the jewel will be the percentage of engagement, that is, how much percentage of your audience interacts with your content (unique engaged audience). If you have a presence on social networks, it is because you want to offer content or a product, but you are offering something. So the important thing is to know how much engaged audience you have that generates comments, shares, gives you a like, a retweet, watch your videos, etc. The content It is what you are offering the user and that is exactly why you must have a whole content generation strategy so that you can capture that user you need.
In the case of websites or social networks that need a person to sign up, they also need good content. That is to say what are you going to offer to sign up? what benefits or promotions? We are bombarded with so much content, so much information and more and more new channels are being added, that to capture a certain audience it has to be through a good content strategy, viralization; that is to say a correct planning.
—What kind of information do companies collect to build a buyer persona?
Companies like Amazon, Facebook, YouTube, Google, Netflix, Disney Plus collect a lot of data to be able to profile you and offer you better services or products, but it does not mean that we should live in paranoia. We usually provide them with our email, age, city… basic demographics. We are asked for it in many places, from Facebook to restaurants to reserve tables.
Each person must decide wisely who to deliver them to, for this it is necessary to look at the pages where you browse to see that they are safe. For example, the portal of your bank offers secure navigation or the Infonavit site.
On the other hand, there are certain data that should not be shared anywhere that is not 100% secure, call your RFC, bank account. There are some sites that offer promotions or contests, posing as recognized brands and asking for sensitive data such as credit card number, CURP or certain information that would not be necessary if they were the brands they claim to be. That is where our responsibility as users comes to know what data you deliver.
They say that when a service or product is free, it really you are the product because you are giving them your information in exchange for the use of something that is theoretically priceless, such as the use of Facebook, YouTube and others.
—What tools do you recommend to SMEs to know their social media metrics?
The best is the same origin of the information. I mean, if you have a business profile on Facebook or Instagram and you don’t have enough money to acquire tools that help you combine all the metrics, then go to your Facebook at page manager. Acquire information that will help you train yourself to learn what those metrics are that come in your profile or in your Twitter insights, and so on. The issue is that you will need training to learn to interpret and understand them.
If you don’t have time to train yourself or it seems too complicated, then you will have to invest in platforms like Shareable, Brandwatch… all of these that we market in the industry. The payment platforms give you the interpreted information. In marketing digital there are never good or bad numbers. You will always be: below average, average or above average, but you always have to compare it to something in order to have that interpretation and it depends on the category, industry or region.
The importance of measurement is interpretation and above all that we are already in a stage of digital marketing where there is too much to see in metrics. My recommendation to SMEs is that they invest time to find the best way to interpret their information. Whether each one trains, trains in a self-taught way or finds a freelancer or a small agency to learn more, plan and define what is the best strategy. There is no pretext of money, if you don’t have a penny, you train yourself and do it. There is always the resource available on the internet.