6/28/23, 5:02 PM Elevate your digital marketing game: Unravel the journey from Research to ROI - The Economic

Research to ROI - The Economic Times

Hey! You left midway.

Join ET Prime
Complete your purchase now to get 20% extra discount on 1-year plan.

Careers
English Edition | 28 June, 2023, 04:59 PM IST | Today's Paper

Elevate your digital marketing game: Unravel the

journey from Research to ROI
ET Special Last Updated: Jun 16, 2023, 01:53 PM IST

Synopsis
This article highlights the essential metrics for measuring the ROI of digital marketing efforts, including website traffic, conversion rates,
and cost per lead. It also provides steps for crafting a successful digital marketing strategy, such as defining the target audience, setting
clear goals, and choosing the right channels. Examples of digital marketing campaigns are also provided.

ET Special
A digital marketing course is an essential investment for individuals seeking to
thrive in the rapidly evolving digital landscape. This specialised programme
equips participants with the knowledge and skills needed to leverage digital
channels and strategies effectively. Through comprehensive modules covering
various aspects of digital marketing, including search engine optimization (SEO),
social media marketing, content creation, and data analytics, participants gain a
deep understanding of how to create impactful online campaigns.

They learn how to target specific audiences, optimise website performance, engage
with customers through various digital platforms, and measure the success of marketing efforts. By completing a digital
marketing course, individuals can enhance their career prospects, stay ahead of industry trends, and contribute to the
growth and success of businesses in the digital age. With the ever-increasing importance of digital marketing, acquiring
the necessary expertise through a well-structured course is a valuable step toward achieving professional success in the
field.

Click here for the course to helps you get in-depth 360 degree understanding of digital marketing.

Metrics for measuring ROI in digital marketing:

Website Traffic: Website traffic is an important metric for measuring the success of digital marketing efforts. It
indicates the number of visitors to a website and is usually measured in sessions, page views, and unique visitors. It's
important to track website traffic to understand if your digital marketing strategies are driving visitors to your
website. Conversion rates are a significant indicator of digital marketing ROI that measure the percentage of visitors
to a website who perform a specific action, such as filling out a form or making a purchase. It shows the effectiveness
of the website and the strategies implemented to attract traffic.
https://economictimes.indiatimes.com/jobs/c-suite/elevate-your-digital-marketing-game-unravel-the-journey-from-research-to-roi/printarticle/99496172.… 1/3
6/28/23, 5:02 PM Elevate your digital marketing game: Unravel the journey from Research to ROI - The Economic Times

Cost Per Lead (CPL): Cost per lead is the cost of generating a lead or potential customer. This metric is important for
measuring the effectiveness of different marketing channels and campaigns in driving lead generation. The expense
incurred in acquiring a new customer is known as customer acquisition cost (CAC). It includes all marketing and
sales costs associated with acquiring a new customer. CAC is important for measuring the ROI of marketing efforts,
as it indicates the profitability of acquiring new customers.

Return on Ad Spend (ROAS): ROAS is the revenue generated from digital advertising divided by the cost of
advertising. It's an important metric for measuring the effectiveness of digital advertising campaigns and helps
businesses determine if they are getting a positive return on investment.

Crafting a successful digital marketing strategy:

Define your audience: To create an effective digital marketing strategy, it's essential to define your target audience,
which means figuring out their demographics, interests, and behaviours.

Set clear goals and objectives: Setting clear goals and objectives is essential for any successful digital marketing
campaign. This helps businesses understand what they want to achieve and how they can measure success.

Choose the right channels: Choosing the right digital marketing channels is crucial for reaching your target
audiences. This can be done through social media, paid advertising, email marketing, and search engine
optimization.

Develop compelling content: Creating compelling content is essential for engaging with your target audience and
driving conversions. This includes blog posts, social media content, and email marketing campaigns.

Monitor and measure performance: Monitoring and measuring performance is crucial for optimising digital
marketing campaigns and improving ROI. This involves monitoring essential metrics such as website traffic,
conversion rates, and other relevant indicators.

Click here for the course to helps you get in-depth 360 degree understanding of digital marketing.

Examples:
A digital marketing campaign for an e-commerce website might include a Facebook advertising campaign targeting a
specific demographic, such as women aged 25-35 who are interested in fashion. The campaign might include compelling
ad copy and images, as well as a clear call to action to encourage conversions. By tracking website traffic and conversion
rates, the business can determine the effectiveness of the campaign and make adjustments as needed to improve ROI.

Another example might be a B2B lead generation campaign for a software company. The campaign might include a
LinkedIn advertising campaign targeting professionals in a specific industry, such as healthcare. The campaign might
include compelling ad copy and images, as well as a clear call to action to encourage lead generation. By tracking CPL and
CAC, the business can determine the effectiveness of the campaign and make adjustments as needed to improve ROI.

In conclusion, measuring the ROI of digital marketing efforts is crucial for any business looking to achieve success
online. By tracking metrics such as website traffic, conversion rates, CPL, CAC, and ROAS, businesses can gain valuable
insights into the effectiveness of their digital marketing strategies.

Click here for the course to helps you get in-depth 360 degree understanding of digital marketing.

FAQs:
Q:How does digital marketing increase ROI?
A: Digital marketing can increase ROI by targeting the right audience, generating more leads, improving customer
https://economictimes.indiatimes.com/jobs/c-suite/elevate-your-digital-marketing-game-unravel-the-journey-from-research-to-roi/printarticle/99496172.… 2/3
6/28/23, 5:02 PM Elevate your digital marketing game: Unravel the journey from Research to ROI - The Economic Times

acquisition, and optimising campaigns through metrics tracking. It also helps businesses to reach a wider audience,
increase brand visibility, and drive conversions.

Q: Why is ROI important in marketing?

A: ROI is important in marketing because it measures the profitability of marketing efforts, indicating the return on
investment. This helps businesses determine the effectiveness of their marketing strategies and make data-driven
decisions to optimise their campaigns for better ROI.

Click here for the course to helps you get in-depth 360 degree understanding of digital marketing.

Disclaimer: This content was authored by the content team of ET Spotlight team. The news and editorial staff of ET
had no role in the creation of this article.

( Originally published on Apr 14, 2023 )

https://economictimes.indiatimes.com/jobs/c-suite/elevate-your-digital-marketing-game-unravel-the-journey-from-research-to-roi/printarticle/99496172.… 3/3