As different platforms and strategies are increasingly developing in the digital world, multi-channel marketing is becoming the new standard, bringing with it the need for a new wave of analytics measured through a common framework for consistent data. The traditional PR metrics are no longer enough to get a sense of audience reach, engagement, and interaction and SEO is now only the tip of the social media marketing iceberg. There needs to be a comprehensive platform for the online marketing mix out there, and the Web Presence Optimization (WPO) platform model is proving to be the solution, with WPO Inc, a SaaS platform, at the helm of this ship. With 9 out of 10 b2b marketers using content marketing, companies need to be able to measure beyond page impressions, into the realm of all points of presence, including those that SEO cannot impact (TopRank).
WPO platforms focus on content marketing, and can monitor, measure, and manage this content across points of presence within and outside of a company’s owned web properties. This means that the platforms can integrate PR, social media marketing, SEO, industry marketing, SEM, and content marketing disciplines covering everything from Exposure — OTS/impressions, brand mentions, share of conversation, search rank, click-throughs — to Engagement — comments/posts ratio, number of links, Twitter mentions and RTs, bookmarks, pins, shares, likes, URL visits, awareness, resolution rate (Richard Bagnall).
Marketing metrics generally reflect audience reach size as opposed to audience relevance. They focus on the numbers, instead of the “influential who?” WPO Inc’s competitive benchmark takes this next step to track not only clients’ own online activities and influence, but their competitors’ as well, a performance indicator that maximizes exposure and optimization by analyzing best practices of those in the same marketplace. Audience demographic and physiographic results are among key analytics that can be incorporated into this feature’s offerings, as they point to a company (and their competitor’s) target audience. The platform tracks not only clicks, but identifies patterns in behavior as well assisting in understanding customer sentiment about the brand in comparison with competition, predictive modeling, and contact strategy.
Organizations need to align their efforts in measuring data across different media channels to get a holistic view of their marketing strategy; the WPO Inc model does just that, with over one hundred best practice WPO performance indicators, available even in their Early Adapter model, optimizing marketing effectiveness across paid, owned, and earned media (Minnesota Public Relations Blog). The platform deploys sophisticated analytics tools to measure and optimize marketing budget allocations across the multi-channel space, increasing ROI. With the increasing number of channels audiences are using to find and engage with a company, and therefore the explosion of complex data accompanying these increased interactions, a unified analytics strategy can help derive customer insights more efficiently for customer acquirement, engagement, retainment, and growth.
By Jess Spar