Digital Marketing - Creating An Optimisation Culture

The process of building an optimisation culture was always difficult, and with time, seems to be getting harder and harder. According to Avinash Kaushik, the analytics expert at Google, "only 22 percent of companies have a strategy that ties data collection and analysis to business objectives". This is down from 25 percent witnessed last year. The main problem here lies not with the analytics tools used to track SEO. Instead, it rests with the digital marketing professional and company management.

Here is another way to think of it: Around 78 percent of businesses are hoping to taste success, simply by making a guess as to their ability to keep their customers happy. While most digital marketing specialists have loads of statistical data for their perusal, the thought of making decisions based on these unclear metrics brings up a strong fear of failure. While some digital marketing experts refer to this situation as assumption marketing, others call it a symptom of accidental marketing.

An important digital marketing question is, 'why did the number of companies that stress on data collection fall from 25 percent to 22 percent?' Well, the answer lies in a simple economic theory, which holds true in most market places: the rich getting richer! This theory is common to all data-driven sectors, whether the financial sector or the digital marketing sector.

Companies with a culture of analytics and testing, gather some of the brightest people in the field to help them with statistic-based decision making. Many such statisticians later get frustrated that the data they cull out is not given much value by the company. When the digital marketing leadership is unable to get a good focus on optimisation, they begin to rely on the development of the next 'big idea'. Instead of analysing the metrics that could influence their profits, they begin favouring long meetings to protect themselves if they get into any sticky situations.

Most companies prefer to continue with the same business practices, which they have been following for the last 20-plus years. This is even though they can clearly see that the world around them has changed, and new digital marketing technologies have developed. Making meaningful changes does not mean developing a new smartphone app or launching a new HTML5 website. Instead, it means re-examining the business culture of a company to make it more modern.

Qudos Digital is a leading digital marketing agency and can be contacted on 020 8891 2077 or info@qudosdigital.co.uk.

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