The average person spends over 6 hours a day online. If you want to reach your customers, online is the place to do it. The role of digital marketing is to reach your target customers online to meet business goals. Whether you’re an eCommerce business or a brick-and-mortar, the average person now researches any company they plan to buy from online before buying.

What they find online is essential.

So what is digital marketing? It’s the tools, strategies and marketing assets that a marketer uses to manage a business’ online presence to spread brand awareness, generate leads, drive sales, and retain customers.

Digital marketing differs from traditional marketing in many ways. But one of the most vital is this: Digital marketing is the only kind of marketing that allows you to collect customer data, analyze it, and often act on it in real-time through advanced analytics techniques and digital automation tools.

When optimized, this gives you perfect timing to make more sales and delight customers.

Imagine trying to do that with a TV commercial or flyer. You don’t have that level of control over who sees it, when, and what they do afterwards. Often you don’t even know which advertisement led to the sale. It’s all a guessing game.

But digital marketing that uses analytics isn’t.

Social media marketing, email marketing, search marketing, content marketing…these are all subcategories of digital marketing.

Each of these, in their own ways, employs digital marketing analytics techniques to meet digital marketing metrics and ultimately, meaningful business goals.

For example, in content marketing, analytics help you understand which type of content:

  • Resonates with customers
  • Earns the most engagement
  • Generates the most leads
  • Leads to the most sales

Now, we come full circle to cross-channel analytics. This content isn’t all in one place. It’s on various channels such as Instagram, your website, Pinterest, Influencer’s blogs, emails, review sites and more.

You need a way to track content performance across all channels to get the whole story of how customers interact with your brand. You need to be able to attribute sales to specific marketing initiatives. Because a customer may interact with content on many channels before they buy something. But you need a unified way to see the whole picture at a glance.

That’s what cross channel analytics delivers, and that’s what leads us to big data.