Page 381 - Social Media Marketing for Dummies

IN THIS CHAPTER
» Enhancing the customer experience

» Integrating marketing technology

» Utilizing artificial intelligence tools

Chapter 25

Changing Tactics

and Metrics

our customer’s buying behavior has changed. They evaluate your products
on the channels they prefer and control when and how they buy. So, when
Ybehavior changes, the tactics and metrics to measure them must change.
It’s time to rethink your marketing campaigns and begin to capture more of the
data that matters. The good news is that technology advances have made it possi-
ble to track and measure this new behavior. The bad news is that you can’t coast
along, continuing to capture the same analytics you did before and be successful.
There was a common myth several years ago that social media marketing wasn’t
even measurable. Many a strategist said that you couldn’t measure the value of a
conversation. These strategists believed that measuring a social phenomenon was
difficult. The truth is that these days, social media marketing is as measurable as
any other form of marketing.

Today, tools, techniques, and methods are available to measure social media
marketing in all its media configurations (chatbots, video, and so on). There are
specific campaign- and program-oriented metrics that you can capture, analyze,
and map to other performance indicators. These may be in the category of a
YouTube video, a Facebook Messenger campaign, or a live streaming broadcast.
In this chapter, we look at tactics that marketers have used to achieve successful
marketing outcomes and how they can impact the kind of data you should collect.

CHAPTER 25 Changing Tactics and Metrics 365