Measuring success in online marketing

Website analytics is an important consideration in measuring the success of contemporary online marketing campaigns - which may include search engine optimisation (SEO), pay per click or social media marketing - one sector commentator has claimed.

In a post for Search Engine Watch, Ron Jones asserts: "Analytics paints a picture of user behaviour where true success determines if visitors achieved what they came to the site to do. This is an important consideration in today's world of institution control shifting more towards individual voices."

However, he adds that it is important to define business goals and objectives before choosing any website analytics tools, as this will allow companies to more effectively measure their success.

Furthermore, he advises that firms familiarise themselves with whether their marketing strategy consists of branding or lead generation.

Once clear goals have been established, website analytics can be employed to define how success will be measured, he concludes.

Search Engine Watch's Eric Enge recently warned that "tweaking" an on-page content on a website could be counterproductive as it may diminish returns.

Contact home james to see how Website Analytics can help your Search Marketing campaign.