When planning 2019 digital marketing efforts, companies need to look at past performance to understand how to optimize. But is what matters getting measured? For example, big numbers of followers on social media look great, but are those followers liking, sharing or acting on the calls to action?
Engagement matters more than followers when it comes to social media. Having a large number of people in an email database feels good, but are recipients clicking and eventually becoming buyers? Make a resolution to focus on value metrics over vanity metrics, and digital conversion rates will see marked improvements in 2019.
– Emily Reeves Dean, Cranford Co.