Study Guide
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Digital Marketing - Study Notes:
You can use a wide variety of specific metrics to measure the success of your content marketing campaigns. However, in general, these metrics can be broken down into:
- Engagement metrics
- Conversion metrics
Let’s look at each type in a bit more detail now.
Engagement metrics
Engagement metrics include:
- Higher average time on site, or reduced bounce rates
- Increased numbers of returning visitors
- More pages viewed per session
- Scroll depth – for example, 50% of users get to the end of a blog
- Growth in discovery through organic search or social visitors
- Increased number of people searching for your brand
- Higher channel engagement metrics – for example, social shares, email opens, brand mentions, and more links to your content, which is good for long-term SEO, and so on
Conversion metrics
Conversion metrics include:
- Higher number of goals achieved
- Increased conversion rate
- Shorter path to purchase
- Reduced cost per sale or lead
Will Francis
Will Francis is a recognized authority in digital and social media, who has worked with some of the world’s most loved brands. He is the host and technical producer of the DMI podcast, Ahead of the Game and a lecturer and subject matter expert with the DMI. He appears in the media and at conferences whilst offering his own expert-led digital marketing courses where he shares his experience gained working within a social network, a global ad agency, and more recently his own digital agency.
Clark Boyd
Clark Boyd is CEO and founder of marketing simulations company Novela. He is also a digital strategy consultant, author, and trainer. Over the last 12 years, he has devised and implemented international marketing strategies for brands including American Express, Adidas, and General Motors.
Today, Clark works with business schools at the University of Cambridge, Imperial College London, and Columbia University to design and deliver their executive-education courses on data analytics and digital marketing.
Clark is a certified Google trainer and runs Google workshops across Europe and the Middle East. This year, he has delivered keynote speeches at leadership events in Latin America, Europe, and the US. You can find him on X (formerly Twitter), LinkedIn, and Slideshare. He writes regularly on Medium and you can subscribe to his email newsletter, hi, tech.
These walkthrough videos give clear, step-by-step demonstrations and guidance on how to apply key digital marketing concepts and strategies, and use industry-standard tools.
