The key to improving digital marketing performance is by measuring it using a proper data tracking mechanism in place. As such, a Digital Marketing Report (DMR) is created to provide a detailed look at performance across digital channels. A DMR offers insight into major digital marketing trends across devices, from search engines to digital platforms. Using this, you can measure how your goals and objectives are met, identify the gaps and determine ways to address them, and, identify actionable steps to improving marketing performance.
Submitting DMRs does a lot of help in retaining clients. The progress reflected in the digital marketing report dashboard shows that efforts are paying off. DMRs articulate how campaigns fulfill goals, generate sales, and bring in revenue.
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In its broad sense, a digital marketing report is a set of data created to measure how the performance of a specific marketing campaign or effort was able to fulfill certain goals and objectives. Since it’s a good tool for predicting outcomes, it is utilized to effectively communicate a company’s marketing strategy, from market research to promotional tactics, among others.
Given that progress is measured periodically, a DMR is created/updated often through a weekly report, monthly report, and quarterly report. You may also have your DMR on a daily perusal, but as a general rule of thumb, regular marketing reports should be created on a monthly basis. In data-speak, a month is long enough to gather sufficient relevant data, but not too long to miss opportunities and leave low-performing strategies unaddressed.
The value of every DMR is measured on how the document is presented (information and structure) in a way that is digestible and useful. Before looking into data collection and analysis regarding your marketing campaign, it’s imperative that you create a template that will serve as the structure you will base your work on afterward. By now, it’s crucial you consider the following tips:
Every digital marketing campaign has a purpose and a series of measurable goals (lead generation, traffic, sales, and so on). The goals will determine the success or failure of a campaign. As such, these should be the driving force in your DMR. Analyze and compare each piece of data with your stated objectives.
As they say, “Less is more.” So, keep in mind that the goal of the report is to give the readers an idea of how the campaign implemented fared. For this, assume that the reader is always busy. Only include essential details. If you choose to add secondary information, place them in the appendices.
Make your report more efficient and easily digestible by presenting data using graphical representations, such as bar charts, tables, line graphs, etc. Luckily, PDF, Microsoft Word, Excel, and other software tools actually have features that allow you to create figures for your data presentation.
“How did the campaign go?” This is a question everyone reading the report has in mind. To answer this question, it is crucial to provide an organized structure of data and overall results in a manner that the client is able to tell if the campaign has worked out or not, right in the first few pages.
So, what are these results that we need in our reports?
This should come first as this is the most crucial part of the report. Here, it should provide a summary of the campaign’s goals and the results yielded.
After the overall campaigns result, provide how multichannel (social media, paid media, websites, and more) actions contributed to achieving the goals set at the beginning of the campaign. However, feel free to include this information at the beginning of the report should you find this interesting. You can use a tabular presentation with a breakdown by channel and the corresponding data — this should suffice.
At this part of the report, you need to expound on the actions carried out. These will generally include the SEO campaigns and paid media traffic, among others that you have taken. Then, followed with the conclusion and recommendations. To which end, list out the succeeding steps the team will need to undertake.
Venturing into digital marketing allows your business to get access to the media where a majority of consumers turn to most of the time in a day. This is where you can increase your potential in generating leads and bring in revenues.
Definitely! Considering that Facebook is the social media platform of choice by over billions of people worldwide, you can use it to connect with your audience, and, share useful and encouraging content to your fans.
A good report should be simple, clear, restrained, positive, readable, and accurate.
Like how others look at it, creating a DMR can be daunting and a bit scary. But fret not because examples.com is here to provide you a number of marketing report templates and examples to give you ideas and streamline your work. The next time you create a DMR and need inspiration, our website is just a search away.