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Google Analytics: Assessment of Blog Performance.

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In this final blog, the performance of all 11 blogposts will be assessed by using Google Analytics from 22 nd March to 19 th June. As there isn’t a large amount of traffic available I’ll focus on where people are coming from, what they are doing when they are on the site, what happens with re-engagement and patterns that come from this. Audience Location The blog was visited by users from 3 countries Ireland, Netherlands and Poland. As expected most of the users and visits came from Ireland. But between Poland and Netherlands, Poland has a higher engagement in both duration and pages per session and lower bounce rate. If the blogs were to continue I would monitor the countries engagement and their needs merited to this. Having seen that 99% of users use English as their language setting, I wouldn't look at translating the content of the blog to any other languages yet. The table also shows that all users were on a desktop platform and although mobile op...
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Inbound and Outbound Marketing

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Inbound and outbound marketing is a cultural shift in the marketing industry, particularly when we see the growth and importance of digital marketing. Outbound marketing is what was traditionally known as 'marketing', it pushes your message out to an audience whether the audience wants it or not. These usually refer to channels such as radio, tv, telemarketing, billboard ads, display advertising or newspaper ads/inserts etc. Over the last 10 years, outbound marketing has taken a hit, some blame an oversaturated market which caused people to ignore display advertising. Others blame the invention of ad blockers, but according to Hubspot adverts on TV, print and outdoor are the higher overrated marketing tactics. (Kieffer, 2019) Inbound marketing is a relatively new concept, its where marketers attempt to "pull" in customers with interesting and valuable content. Inbound marketing uses tactics like blogging, SEO and email marketing etc, it's all about the cont...
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POEM

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In the digital age, successful businesses understand the importance of delivering a harmonious content marketing strategy to their customers, through POEM. POEM is an acronym, it stands for P aid, O wned and E arned M edia, these are the three main channels you should be using to drive traffic to your website and develop qualified leads.  Paid Media is exactly what it means, you have paid for your advert, this covers traditional media channels such as full-page advertisements in print media, TV commercials, banner ads on websites, PPC etc. Of course, the benefit of Paid Media when it's digital means it's measurable, so through metrics such as clicks, views, conversions you know exactly what is pushing traffic to your website, but more importantly, when you know what isn't working, you can stop the channel and protect your budget. (Campaign Monitor, 2020) Owned Media refers to media channels that a brand, organisation or individual owns this could be your websit...
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Using adverts as a channel in digital marketing

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Organic search engine optimisation and content marketing can spread the word about your business, but it takes investment for growth. Online paid advertising is a method of bringing traffic to your website and gathering leads; so in contrast to owned and earned media, paid advertising requires purchasing ad spots to attract traffic. Paid advertising comes in many different formats, for example, website takeovers, display advertising or PPC campaigns etc. If these seem like just words to you here are some examples of what they might look like online;- Homepage takeover, where you can see Les Trolls covering the entire webpage: Display advertising is where you pay for your advert to be on someone else's website ie the red boxes below. PPC adverts are below, they follow suit of a pay-per-click marketing model. Search engine advertising allows advertisers to bid for ad placement in a search engine, so when someone searches on a keyword that is related to your busi...
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Social Media as part of Digital Marketing

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What originally began as a channel of communication between friends is now a multi-billion dollar platform, that has an incredible influence on people's lives (DMI, 2020). The 2020 Global Digital Overview found that active social media users have now passed the 3.8 billion mark, and this will increase more and more each year; with so many people on social media incorporating this channel into your digital marketing strategy is essential. Marketing guru Neil Patel defines social media strategy in businesses as a tool to drive user engagement, but it's essential to align your overall business goals, and objectives, when you're looking at what engagement you want with your potential audience. Once you have your audience and personas set, you know where they spend their time on social media platforms, it time to create content. Creating a content calendar allows you to manage your time and think strategically on what information you want to give to your audience, for ex...
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Chaffey's SSSSS

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In a highly digitised world, new ideas and strategies in your digital marketing business can be a form of keeping up with the tide, but how do you know if you're doing right? According to Dave Chaffey, the 5 S's of digital marketing is a simple way to help you touch base with all elements of digital marketing and not just sales.  The 5 S' s are Sell, Serve, Speak, Save and Sizzle- simple right? I'm going to show step by step how an online fashion brand manages to ticks off all the 5 S's in digital marketing.  Sell is all about growing your sales, so what are you doing to boost your sales? do you offer a discount for your first online purchase? maybe free delivery over a certain amount like below? Any      Serve, as the popular saying goes "customers are king", so its important to know the needs and requirements of your customers and serve them accordingly (Gola, 2019). You need to be adding value and extra benefits to not only their ...
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The important check- up on your website.

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With any business, a website is a central hub of your digital presence, so if you want to know what is happening on your website Google Analytics (GA) is the tool for you. GA is a free web analytic tool offered by Google to help you analyse your website traffic (Su, 2017), it allows you to see what behaviours are happening on your website in real-time and can help manage your marketing strategy. What metrics should you measure in GA can be partly guided by your business model but in general there are some great features in GA that can help you make educated decisions. For example, by understanding the traffic on your website you can see where are people coming from, what pages get the most traffic and what are the most popular devices used. From below you can see most of the traffic on this blog happens on a Monday's, this makes sense as our classes are on these days so people will start commenting on blogs. But if this was a site selling a product we could attribute the t...
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