Measuring your digital marketing is not only recommended, but necessary. Marketers love metrics, but there are some really useless or in their best case, we use them wrongly to fantasize a bit, and in turn, make our clients fantasize. If we want to be better marketers, we must create content that inspires our audience, content that provokes emotions in them, that solves problems, that motivates them to share it or contact us. Luxembourg Phone Number List We must be human brands , we must do better digital marketing and stop thinking only in trivial numbers. According to Daniel Hochuli , many of the metrics we use are a perfect waste of time, and the truth is, there is some truth to that. You want some samples, huh? OK, let’s get them. You can watch the video or read the article. What exactly is an ‘impression’? Does it help you measure your digital marketing? It is the metric that is used to know the number of times that your content has been displayed in front of someone … even if it is only for a blink.
They are not clicks, they are not conversions, it is nothing. That is an impression. Surely you will say: “But impressions is how we measure brand awareness!” The answer is that it is not actually the case. An impression is only valuable if it impacts someone’s mindset or feeling about your brand. If you just walked past it while looking for something else, you may not have even noticed its existence, but technology marks it as an impression and therefore a point in your favor. Facebook impressions On Facebook, for example, when you have an ad with high impressions and low engagement, it could mean two things: your content was not good enough to stop someone from scrolling on their wall or stream measure your digital marketing Think of banners … same case. With a CTR of .20% it would mean that a banner must be shown 500 times to receive ONE click. Pathetic.
This is an indicator that most likely 499 times it was useless to be displayed … however, those 499 occasions are counted as impressions. Luxembourg Phone List measure your digital marketing – display Average global CTR on display from April 2016 to April 2017 Twitter impressions It’s the same on Twitter … Do you really think there is awareness or brand recognition when your paid Twitter ad appeared for 0.08secs while a user was scrolling on a mobile phone? Of course not. Impressions can’t measure brand recognition… but marketers sell it like that. We have all done it; Yes all. In the monthly reports it is a luxury to say that our client had 200 thousand impacts that benefit their awareness … and of course, it is one of the ways to measure your digital marketing typical of many agencies and it will continue to be, but is it really a guarantee of awareness?