A core principle of digital marketing is the ability to measure conversions. Without reliable conversion tracking, you won’t know which channels or campaigns are actually driving results – which makes measuring ROI impossible. And since measuring ROI helps justify your spend, optimizing your campaigns and website to maximize conversions is critical.
AI is already reshaping so many parts of our daily lives, so knowing when and how to use it at work is important for every digital marketer.
Google Analytics has become the most popular way to track website activity since it first debuted in 2005. By some accounts, more than half of the most visited sites on the web are using Google Analytics to monitor where their visitors are coming from and what they’re engaging with. There are many ways to customize your GA data such as tracking events, establishing conversions and logging custom dimensions, but not everyone has the time or resources to do that custom setup.
Making your website accessible is a way to be socially responsible, avoid litigation and win new customers all at the same time. Those who have a disability should expect a digital experience that is inclusive of their needs, much like they would experience in a physical place of public accommodation. Learn why having a website that provides a fair experience to all should be the minimum standard for any business, institution or organization.
When done well, generational marketing is authentic and relevant to the audiences, and therefore inspires conversions. But unfortunately many marketers have a goal to attract "younger audiences" without a solid plan behind that goal. Learn what each generation is and what makes them tick so you can craft your campaigns for success.