The investments in digital marketing is increasing, and is expected to reach $300 Bn in 2020. The spends are increasing across the board, media, content, technology, social media as well as people. We estimate that over 30% of the investment doesn’t see the light of the day due to the complex & murky digital marketing ecosystem. Our audit service helps businesses identify this wastage & help improve the utilisation of it.
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Digital Media is a highly fragmented today. Unlike traditional platforms like TV, Print, Outdoor where the tracking or monitoring is linear, limited or non-existential but for the impact on business, the digital ecosystem is lot more complex and diverse. There are multiple platforms, multiple publishers, multitude of responses, multiple touch points, a multitude of tech stack and so on. For the business to truly understand the impact of digital media on business, one much look at all the data together rather than in silos.
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Every business has understood the importance of digital media as a marketing & sales channel and are eager to increase the investments. The reality though is that businesses are yet to understand the best way to embrace digital marketing, to address issues including but not limited to People Skills, Process Hurdles, Right Investment Strategy, Correct monitoring metrics, Current digital assets, etc. In other words, business skip the most important step of understanding where they stand in digital marketing, and go ahead with large investment, which may or may not yield any results.
Read moreCreate a cleaner & transparent digital media ecosystem.
Identify the digital media wastage in the business’ everyday operations.
What Clicks service offerings are unique in the industry & much needed in the current digital ecosystem. We started our relationship by giving them the mandate to audit our contract with our advertising agency and were impressed by their insights & recommendations. Hence during our new website launch campaign we tried their tool IRA to integrate all data point, assess the quality of traffic & get a single dashboard view. We believe What Clicks added a lot of value to the table & I wish them all the luck.
We finalised on What clicks team, because of the holistic approach they recommended for us. These recommendations were based on the specific pain points we had to resolve in our reader retention and monetization. We hope that this association will effectively transform us into a digital first media house.
What Clicks helped us de clutter data from the campaign. Their dashboard, IRA, condensed the data and helped us optimise it on the go. We got valuable feedback on the campaign plan and how to plan for the future.
We at Tata Global Beverages, are always open to try out new things and experiment with innovative offerings. One such example is working with What Clicks. We started working with them right before they were incorporated on some pilot projects. Their intelligence tool, IRA has been deployed in some of our campaigns and it has helped us have a single view of all the aspects of the campaign (as we work with multiple digital agencies on each campaign). We have also tried other services like website audit, digital media planning and buying monitoring, etc which have been helpful in optimising our digital investments.
We see a lot of value working with the team at What Clicks, and believe they have a solid understanding of the digital medium which has helped us in improving our digital campaign effectiveness.
Measurement – The buzzword Digital marketing is considered to be the most measurable medium. We present this Three part series on Measurement in digital marketing where the first part talks about the fragmentation and benchmarks, the second part covers the challenges and the final part will help in tackling the issues in measurement. Part 1/3…
Imagine a world where the cost of digital advertising would come down by over 80 per cent. All the KRAs for the year marked against the digital head are met, there is no tension of creating content or dissipating the content, the countless rallying between agencies and partners don’t exist. In other words, the utopian…
Some common terms in the digital marketing industry from a technology perspective and what they mean in common terms (continued…) For the first part which has terms from A-M click here. N for Network A network is a group or system of interconnected devices like computers, printers, scanners, tablets, smartphones, etc. that can communicate…
Some common terms in the digital marketing industry from a technology perspective and what they mean in common terms This post covers terms from A-M, for terms from N-Z, click here. A for Apache Apache is one of the most wide used webservers in the world. In simple terms, whenever you try to…
Each year, digital media advertising is growing at over 30%, and expected to have the same acceleration till 2022. This is great for everyone involved in the advertising industry. There is another group, who the advertising community is making super rich, and that’s the fraudsters. There is a growing clarion call in the west to…
Understand your spends with digital marketing audit The evolution of measurement in media started with the two most important metrics: Reach & Frequency. Here we discuss the evolution of Reach in the Digital ecosystem. Though it sounds like a simple metric, it is actually one of the most complex one to calculate thanks to the…
