Article

John van Pijkeren
John van Pijkeren 3 March 2015

Exclusive: Digital Media Analysis; What Are The Objectives?

Links between Digital Media initiatives and the actual objective is needed in order to maximise your budget.

Brands are spending lots of money on telling their stories to their – potential – consumers, whether it is offline or online.

Consumers spend more and more time online, and brands are fighting to get their consumers attention or to engage with them. Supported by research we see that brands are acting accordingly and are shifting their media budget more and more to digital, the so called Digital Media.

Digital Media serves several purposes. Purposes of Digital Media might be that you want the audience to be aware of your brand, of your products or for example of an event that you will be running. In this blog I’ll focus on Digital Media serving the purpose of attracting visitors to the website.  

No matter what the actual objective of a website is, the one thing websites have in common is that consumers need to be aware of the website one way or another. Generating awareness can be done in many, many ways. When you only think of online, we can already list social media, SEO, SEA, display advertising, affiliates and many more.

The effectiveness of all these Digital Media types depend highly on the objective of the website. Digital Media should serve this objective. Consequently, the actual objective of the website should be clear.

So, what is the actual objective of your website? Do you want visitors to buy a product, participate in a competition or for example watch a branded video? As these might all be purposes of having a website, Digital Media used to attract visitors should be analyzed against these objectives.

Let’s say you have a brand website and that the actual objective of the campaign on the website is that your audience watches a video. In that case you are using Digital Media to not only attract visitors to your website, but you aim to attract visitors that watch that particular video on the website.

In order to analyze the effectiveness of the different Digital Media Channels an analysis has to be made of your Digital Media in combination with user behavior on your website.

Analysis of only Digital Media won’t give you the right insight. For example, an ad might have a zillion clicks and based upon this information you believe you have the perfect ad. However, this doesn’t make sense when literally nobody is actually watching your branded video on the website.

It also works the other way around. Looking at your web analytics data you might see that a high number of visitors watch the video on your website. However, when it’s not tied back to your Digital Media, you will never be able to say whether the increase in views have been a result of your Digital Media initiatives.

So, in order to spend your Digital Media budget in an effective and efficient way, a link between your Digital Media initiatives and the actual objective is needed. Analysis of Digital Media against these objectives helps you to determine which Digital Media types are most effective in achieving these objectives, and consequently where you might want to attribute a higher percentage of your budget to.


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