Brands are spending more on digital marketing, and those added dollars are bringing an increased focus on ROI.
According to Ad Age, the amount advertisers spend on digital advertising will overtake TV ad spending in 2016, and then rise to $103 billion by 2019. This means in a few years, 36 percent of all ad spending will be funneled toward digital advertising.
But measuring the effectiveness of those dollars isn’t easy. Only 21 percent of companies report success in measuring returns from their content marketing efforts, the Content Standard previously reported.
One factor that seems to boost brands’ ability to track ROI is having a documented content marketing strategy.
The customer journey weaves together the customer’s interactions with brands, products, or services across all channels and touchpoints. In the rapidly changing world of digital marketing (in which the customer rules), the customer journey framework can help brands “make sense of it all with a single big idea that ties everything together,” the report states.
Holding brainstorming sessions with coworkers can help brands piece together their own customer’s journey. By mapping that journey, brands can identity gaps or poor experiences customers may be encountering. Brands can then begin to think of their marketing activities—be they social media, email, or mobile marketing—as touchpoints along the same customer journey. According to Salesforce, tactics such as email marketing, social media advertising, and social media listening were ranked as “very effective/effective.”
Mapping a customer’s journey can also help brands deepen their customer relationships, ultimately increasing conversions and ROI. In a world where digital marketing news constantly changes, this strategy can even help brands maintain their focus on what’s most important: the customer experience.