When looking at both traditional marketing and digital marketing, there are many similarities between the two that hold true to general marketing principles. Although digital marketing takes place on the Internet, there are many lessons and techniques that cross over from the traditional marketing standpoint that still apply. In fact, consumer behavior and purchase decisions have become more complex due to the nature of the Internet and being able to do vast amount of research simply by researching something online.
One principle that will always be important in any type of marketing is knowing your consumer. Who is actually interacting with your marketing communications and what type of consumer is converting into sale? While this is a lot harder to measure when taking a traditional approach, digital marketing tools make it easier to understand who is interacting with your brand. The ability to track online consumer behavior is now easily accessible through programs like Google Analytics and Facebook Insights.
Ways to figure out your key demographics include:
Google Analytics- Relatively recently, Google Analytics have started tracking demographic information about the users that come to your website. This can be done by enabling the new tracking code in your Google Analytics code snippet (more on that can be found here). This will give you valuable information regarding how specific users interact with your site and where conversions happen. Are males more likely to convert after landing on a certain page of your site and are you finding that women are taking a longer time during the decision making process? This information is important to really start catering certain areas of your website to specific age and gender demographics.
Facebook Insights- Facebook offers many advantages to marketers in the form of their Insights platform. Since Facebook gathers a lot of information about its users in the form of gender, age, race, etc., we are able to cater ads to a very specific set of consumers. Facebook also tracks the interests of its users through what members “Like” and interact with. This is extremely useful when creating specific ads for a specific user. Marketers used to pay a lot of money for this type of information, and Facebook offers it free of charge to any business over 30 Likes.
The first step in creating an advertising campaign or new marketing push is to know your audience and who you’re talking to. Use the free tools of the Internet and turn your digital and traditional efforts into successful campaigns!