It’s funny when you take a look at the patterns of clicks on your website as well as email marketing. It was an “aha” moment for me (and I’m sure other marketers) when I realized I could use the data for more than just how I layout a website.
Google analytics and Click maps are a digital marketing tool but it is not just for digital marketing. They tell a lot more than you might think at the surface of it all. It shows how customers react to images, messages and is great for A/B testing.
As a marketing consultant, we have to come up with stuff like tag lines and catch phrases. Sometimes you have a couple that you know are good, but until you get data from a real selection of consumers, you’re only guessing. The same is true for design, what really draws people to respond? This is where “fun with email marketing” comes in. You have to formulate the content in such a way that it doesn’t appear redundant, but the answers give you a fair snapshot of what is more of an attraction to people.
Once one of our clients who had a website in place – targeted at consumers – had a secondary “promotion” or “call to action” that we put little or no attention into and certainly spent no money advertising. When we looked at our site analytics and realized it was getting a lot of clicks, it made me think. First, the obvious – maybe we should be sharing this more. Then – maybe we can pre-test future campaigns this way? We began using this area of the site (a home page widget like space) to put feelers out for other ideas. If it get’s good response maybe we can duplicated it at a bigger scale.
redwall LIVE is an Indianapolis Marketing Company that Provides Campaigns, Strategies and Tools for Successful Marketing.