The evolution of technologies influences consumption habits as well as the various marketing techniques. In this context, monitoring is essential for each player in the field and for a company in general. This operation consists of monitoring the Internet or social networks on a permanent basis, in order to collect strategic information relating to its company, its image and/or its market. Analyzed and processed, the data collected makes it possible to achieve various objectives. Let’s take stock of the importance of monitoring in digital marketing.
Follow new trends with digital marketing intelligence
Over the years, the techniques or methods of digital marketing develop, intensify and take on a completely different form. For example, the SEO techniques used in 2010 with the aim of improving the natural referencing of a website are no longer the same in 2022. To continue to optimize the customer relationship, increase the ROI of the marketing strategy or stand out, you have to keep abreast of latest technology trends or innovations in the sector.
One way to achieve this is to set up a continuous digital watch. It can be focused on the best digital marketing practices fashionable. This monitoring allows you to be better informed about advances in the digital marketing sector and to ensure that the actions carried out by your company are in line with new technologies. You will quickly be able to spot the changes concerning the most common methods in digital marketing such as:
- natural referencing or SEO,
- paid referencing or SEA,
- optimizing the website for voice search,
- referencing on social networks or the SMO,
- the display.
The watch also allows you to know recent successful techniques such as influence marketing, brand content, conversational marketing or shoppable posts.
Train yourself to strengthen your skills in digital marketing intelligence
As industry practices evolve, it is necessary to update one’s skills. In this case, to be certain of carrying out a effective communication strategyit is useful to be trained in digital marketing in order to master new market trends.
Indeed, there are several training courses on the internet offered to experienced professionals or seniors in digital marketing looking for new skills. They can be followed in face-to-face mode, in virtual class or in e-learning and make it possible to comply with new trends. Based on the information collected during your information monitoring, it is easy to choose among these training courses the ones you need to give new impetus to your digital knowledge.
Master the new tools in digital marketing
Several tools are essential today to increase the performance of your marketing strategy. Some are also updated regularly. It is therefore necessary to train. We will thus know how to use the new functionalities of these tools in marketing actions aimed at optimizing the visibility of its website or its pages on social networks.
For this purpose, there are training courses to master web analytics tools such as Google Analytics, TagCommander or Google Tag Manager, to improve the performance of your site. For example, you can take training on the new GA4 version of Google Analytics to understand and use the new indicators and the new reports wisely.
By keeping a watch, you will also be able to have information on training courses relating to advertising tools such as Google Ads, Linkedin Ads or Facebook Ads. It is also a means of having data or information on training concerning DTP or graphic design tools such as Indesign, Scribus, Photoshop or Illustrator and on other more specialized tools.
Deepen technical SEO knowledge
This training can be useful for you to progress in digital marketing and in particular to comply with the new SEO rules. You will get details about recurring SEO contexts or in vogue such as the creation of articles, the optimization to reach the zero position in the SERP, the silo structuring of a site, the analysis of logs or even the management of a redesign. You can also learn other SEO audit methodologies, master the issues of linking as well as the main technical tags.
Train yourself in advanced web marketing techniques to use in e-commerce
This type of training can allow you to optimize your acquisition techniques if you are an e-commerce site manager, web marketing manager or e-business director. You can master digital levers that may have been unknown to you until now, such as paid media, data, AI, programmatic, marketing automation and e-mailing in order to improve the conversion rate.
It is also an opportunity to master the latest technologies and advertising offers that will help you increase traffic of your e-commerce site. Thanks to the modules tailored for experienced or senior webmarketers, you are sure to acquire new skills in the sector.
Digital marketing monitoring to monitor the company’s e-reputation
The success of a business depends in part on its reputation on the internet. It is necessary that the Internet users visiting the company’s website, the users of the business application or the consumers of the products are satisfied. Otherwise, the digital marketing team must be available to provide a solution to the various customers.
For this, it is necessary to set up an image watch also called e-reputation monitoring. This form of monitoring is essential for monitoring the company’s image on the Internet. It consists, for example, of following the opinions of customers and prospects about the company or brand on the web: on blogs, social networks, forums and other channels.
It is then possible to understand how customers or prospects see the company, services, products or offers. Each other’s concerns can be answered in a short time by the digital marketing team. Reading these opinions and this interaction will serve in particular to be closer to the clientele, in order to work on the brand image. They can also be used to find new ideas to have a smoother digital management.
It should be emphasized that monitoring e-reputation allows above all:
- to avoid the risk of proliferation of bad content concerning the company on the internet,
- to stop the spread of “bad buzz”,
- to defuse a possible crisis linked to bad “word-of-mouth”.
Indeed, when an unsatisfied customer or a prospect publishes a negative opinion on the company, the day before will make it possible to bounce directly on this opinion to propose a solution to it in order to rectify the situation. When content aimed at tarnishing the image of the brand is also published on the web, the digital marketing team on standby can act quickly to limit the risk of bad press.
Improve products or services with digital intelligence
The objective of digital marketing is to increase visits to the page or the company’s site, to transform these visits into acts of purchase and to retain the greatest number of customers by establishing a regular relationship with those -this. To achieve this goal, it must be ensured that the products or services offered truly correspond to the needs of the target audience.
Since the needs of each other may evolve, it will be necessary to monitor or inquire regularly about the target audience needs. By monitoring, we can learn more about the new consumption habits of customers or prospects as well as new trends or fashions that can influence activities. In the opinions or comments published on the web or on social networks, it is also possible to identify the positive and negative points of your products or services.
With this data obtained from digital marketing monitoring, namely customer behavior, opinions or feedback, it will be easy for you to understand customer expectations and aspirations. You can then make changes to your offers, the products or services offered in order to adapt them to the needs of the moment or to customer demand.
Apart from being used to improve existing products or services, doing this form of monitoring makes it possible to create new products or services. By following the evolution of consumer habits and customer opinions closely, you can indeed have essential information and ideas for offer other products or other services expected by them. Your market can then increase and the clientele too, since these new services or products can attract prospects.
Measure the competition with digital marketing
In a market where competition is fierce, monitoring digital marketing allows you to keep an eye on the various players, whether they are direct or indirect competitors. It is also used to understand market developments and anticipate the arrival of other competitors.
With this form of standby, also called competitive intelligence, you can objectively assess your position in relation to other brands. For example, you will see if competitors are gaining more ground and you will have information on the best practices they are adopting to convert prospects. You can also assess their weaknesses, their strengths and know the marketing strategies used.
This data on what is done elsewhere will help you improve your own digital marketing strategy. Above all, exploiting the weaknesses of direct competitors will make it possible to gain more ground in the market.
In summary, monitoring digital marketing is essential for your business, because it allows you to strengthen your position compared to other market competitors, improve your brand image, as well as your products or services. You will have all the information you need to perform better than other players or to come up with something really out of the ordinary to stand out. Being on the lookout for news in your sector of activity thanks to monitoring, you can also train yourself to optimize the visibility of your website or pages on social networks and establish partnerships with other companies.
This article was written by a guest partner as part of a sponsored partnership