Ruili SEO Training: Face up to possible digital marketing traps and identify user habits and preferences

Living in the digital age, using data to guide marketing has become a consensus in the industry. Nowadays, all kinds of data are more easily accessible. Using marketing data analytics, digital marketers can gain an accurate understanding of user behavior and preferences. But for businesses, there may be traps in the data that may consume corporate resources and reduce marketing efficiency. How do we avoid the “number trap” from misleading our decision-making?

Ruili SEO Training: Face up to possible digital marketing traps and identify user habits and preferences

Choosing the right statistical method

In digital marketing, data analysis is particularly important, but if the original data collected is biased, the subsequent analysis conclusions will be lost thousands of miles.

For example, in the statistics of television ratings, the sample collection method has been used for a long time, which is easy to be manipulated artificially in the selection of samples, resulting in errors in the original data.

With the advancement of the "three-network integration", television has gradually become digital and networked. Rating statistics agencies can optimize and update statistical methods. For example, a two-way interactive set-top box is used to collect viewing information from users. OTT Internet TV can include on-demand data and delayed viewing data in ratings statistics. When data is rich and real, it can better serve TV advertisers and producers.

Similarly, in other data statistics, we need to use various technical means to avoid data source pollution.

Identifying fake traffic

The original problem of advertisers was, “I know that half of my advertising dollars are wasted, but unfortunately, I don’t know which half.” The emergence of precision marketing seems to have solved this problem, but in the face of a large number of robots, the situation may be worse.

Various "brushing" tools and "fake registration" tools continue to emerge, forming an industrial chain. This kind of fraudulent behavior makes companies further and further away from the actual marketing situation.

Enhance data analysis capabilities

In the era of digital marketing, many brands have set up digital marketing departments. Enterprises have begun to build their own marketing databases and require marketing departments to collect various marketing data in their daily marketing work. The amount of data immediately increases geometrically.

After having the data, what is more important is how to use the data. Companies should strengthen training for marketing experts.

For example, when marketers make decisions, they often rely on a single quantitative metric to make their decisions. If the bounce rate of the landing page is high, you might think there is a problem with the design of the web page, but it may actually be a problem with the transfer model.

During the data analysis process, marketers must not only comprehensively consider large amounts of data, but also conduct qualitative research to truly understand and form a basis for decision making.

Clarify marketing objectives

At present, the phenomenon of user circles is serious, and the increasing number of channels makes it difficult for advertisers to place advertisements. At this point, advertisers need to clarify their marketing goals in order to select appropriate programs guided by a wealth of data.

If you need sales, you need to consider the target users from ad creation to delivery, with the final sales data as the goal. If the purpose is for brand reputation, advertising has lower requirements for transformation, targeting broadcast volume data and social discussion.

When advertisers more clearly define brand advertising and performance advertising. They make decisions based on their brand situation and take an appropriate approach rather than blindly following a blind, hard-and-fast rule or a certain way. In this case, it will be biased towards measuring the advertisement only by the authenticity of the traffic flow and discarding other dimensions such as popularity, reputation, etc.

Digital technology and means make marketing more colorful, but everything has two sides. Digital technologies and methods can also cause "harm" to marketing. In our daily marketing work, we should avoid some risks and problems in advance to prevent our digital marketing from falling into traps.