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'Must-Haves' for digital marketing

10-April-2014
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'Must-Haves' for digital marketing

Whether it is trying a digital-first campaign, populating social media with a TVC, or establishing a personalised connect with audiences, digital marketing has become an indispensable part of the overall marketing mix.

While there are certain challenges like ROI, getting the right content or finding the perfect strategy to use the digital medium, there are some key digital marketing tools and services that are helping marketers.

Here is a list of ‘Must-Haves’ for digital marketing:

Google Analytics: It is the most used tool for measuring website traffic and conversions. It gives detailed statistics about a website’s traffic and traffic sources. It also measures conversions and sales. A basic free version is available and a paid model is also available. It has become essential for measuring a website’s reach.

Google AdWords: The super hit advertising service from Google, which has also become the main source of the internet giant’s revenues, is a total must have. It is a simple tool which helps advertisers bid on the right target words for their ads. It offers the service on pay-per-click or cost-per-click basis.

Facebook Insights/TweetReach: Social media has become an integral part of marketing and thus measuring social media impact becomes all the more important. Apart from third party tools, Facebook has also launched its own analytics tool called Facebook Insights. TweetReach is used to measure the effectiveness and the reach of tweets with detailed metrics.
There is also simplymeasured.com for making customised reports from various social platforms.

Remarketing: This is a feature and a concept which is highly useful for all online commerce companies. Through remarketing, advertisers can show ads to those users who have been to the site before and browsed any particular item. Anywhere they go on the web post that, they are shown the same /similar items. There are a lot of tools available for this service. Google Analytics also offers this service. It helps in better conversion rates and improved ROI.

comScore:
The go-to service for all kinds of digital analytics from website traffic to engagement,it is the top tool when it comes to marketing data analytics in real-time.

There are other paid tools also that are quite useful. Some of them are Unmetric, Sendible, Followerwonk, etc.
Digital marketing and mediahas witnessed some clutter breaking creativity and innovation in the recent times. To celebrate and reward outstanding work being done in the ever-growing advertising and marketing communication activity in the digital media space, exchange4media’s Indian Digital Media Awards 2014 will be held on 6th June, 2014. Five main categories are Web, Mobile, Social Media, Languages and Hall of Fame Awards. There are 40 sub-categories. For more information, click below:
http://www.exchange4media.com/idma2014/index.aspx

The list has been compiled by inputs from digital marketing experts includingSaketVaidya, COO (North), Webchutney; UnnyRadhakrishnan, Head- Digital, South Asia, Maxus; ChaayaBaradhwaaj, Founder & MD, BC Web Wise, KanikaMathur, MD-India, Razorfish and Rajiv Dhingra, Founder &CEO, WATConsult.
 

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