How to Choose the Best Digital Marketing Platform?
Choosing and using the best digital marketing platforms for your business is a key part of figuring out what works and what doesn’t in a marketing campaign and, eventually, in a marketing strategy as a whole. When choosing the best digital marketing platform for your business, there are a few things to keep in mind:
For your business to have a good digital marketing strategy, you need data that is current and accurate. Digital marketing platforms that don’t put data quality first and follow strict standards for data quality won’t be good software partners. This is especially true if you depend on these partners to add second- and third-party data sources to your organization’s own data. Don’t forget that your marketing plan is only as good as the data it is based on.
Connections with other people
When allocating media spend and budget, it’s important to think about the relationships your third-party digital marketing platform provider has. They may have integrations with other tools or data sources to give your media plans more context, and they should! If you use a digital marketing platform to make a media plan, you can use these relationships to get a more complete picture of your customers, speed up the planning and execution of your marketing, and save valuable marketing dollars in the long run.
For example, if a digital marketing platform has partnerships with TV networks or magazines, your company can use this subscription data to learn more about who has seen your offline ads and which potential customers you’ve reached online.
The ability to see campaigns as a whole
Your business probably has both online and offline marketing campaigns, so your digital marketing platform shouldn’t just measure digital marketing campaigns. Invest in a solution that can take both into account and give you the most accurate and useful insights and suggestions.
Also, when it comes to digital marketing platforms, choose tools that give you accurate visibility across more than just one or two marketing channels. Choose digital marketing platforms that let you manage, analyse, and plan marketing campaigns across social media, email, SMS, your website, and other places all at once. This will help your business get the most out of digital marketing and make it more efficient and effective.
The Attribution Model for Marketing
Not all attribution models for marketing are the same. If your digital marketing solution doesn’t use unified marketing measurement, your old, out-of-date measurement models could give you wrong advice, costing you time, money, and stress. For example, if your digital marketing platform uses media mix modelling or single-touch attribution, your team will always be using old, historical metrics or could be missing key data about the buyer’s journey. Choose digital marketing platforms that only use updated, cutting-edge attribution models to make sure that the “data foundation” of all your digital marketing campaigns is strong, reliable, and always correct.
Digital marketing platforms are powerful tools for businesses that want to be present on many different online channels and make sure that their presence is adding value (and making sales!). With the help of tools like Marketing Evolution’s single closed-loop platform, marketers can measure and improve marketing performance, sales, and customer engagement at every touchpoint. If you can keep track of details like media coverage, sales, and geolocation, you can get actionable insights that can help you make decisions and plan your marketing for the future.
Before choosing a digital marketing platform, determine your goals and KPIs to find the platform that covers the correct functionality to align with your business needs.