Improving Digital Marketing Strategy: The Impact of Digital Analytics
Omorogbe, Preston Edo (2023)
2023
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https://urn.fi/URN:NBN:fi:amk-2023060923244
https://urn.fi/URN:NBN:fi:amk-2023060923244
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Abstract Author(s): Preston Edo Omorogbe
Title of the Publication: Improving Digital Marketing Strategy: The Impact of Digital Analytics
Degree Title: Bachelor's Degree in International Business.
Keywords: digital, marketing Strategy, Analytics, website, Optimization.
This research explores the impact of digital analytics in companies experiencing low website traffic due to ineffective digital marketing strategies. In today's digital age, businesses con-stantly strive to optimize their marketing strategies to reach their target audience effectively. Digital marketing has become an integral part of any successful business plan, and digital ana-lytics plays a vital role in optimizing the efficiency of these strategies.
This thesis used a web analytics research method. Statistical data were collected by observing the online behaviour of website customers with the aid of a web analytic tool (Squarespace). The research revealed that the case company's website traffic is low because their social me-dia followers were not clicking the landing page link tagged with their paid advertisement. Hence, their digital marketing strategy is less effective. The research also revealed that the marketing department needed to understand its target audience's online behaviour due to a lack of interest in digital analytics. Hence, they focused on the wrong digital marketing chan-nels and ignored other effective digital channels.
Based on the insights received from the web analytics, the author recommends that the case company invests more in search engine optimization, practice target digital marketing, optimize the website for mobile devices, and develop a mobile application version of their web-site to optimize the general website performance, particularly the traffic.
Title of the Publication: Improving Digital Marketing Strategy: The Impact of Digital Analytics
Degree Title: Bachelor's Degree in International Business.
Keywords: digital, marketing Strategy, Analytics, website, Optimization.
This research explores the impact of digital analytics in companies experiencing low website traffic due to ineffective digital marketing strategies. In today's digital age, businesses con-stantly strive to optimize their marketing strategies to reach their target audience effectively. Digital marketing has become an integral part of any successful business plan, and digital ana-lytics plays a vital role in optimizing the efficiency of these strategies.
This thesis used a web analytics research method. Statistical data were collected by observing the online behaviour of website customers with the aid of a web analytic tool (Squarespace). The research revealed that the case company's website traffic is low because their social me-dia followers were not clicking the landing page link tagged with their paid advertisement. Hence, their digital marketing strategy is less effective. The research also revealed that the marketing department needed to understand its target audience's online behaviour due to a lack of interest in digital analytics. Hence, they focused on the wrong digital marketing chan-nels and ignored other effective digital channels.
Based on the insights received from the web analytics, the author recommends that the case company invests more in search engine optimization, practice target digital marketing, optimize the website for mobile devices, and develop a mobile application version of their web-site to optimize the general website performance, particularly the traffic.