Kayla Reppert - IMC 642

It is extremely important to keep in mind the target audience of a business when deciding which platform (or platforms) to utilize. If information on social media platforms isn’t reaching the right audience, the content is more or less useless.  By researching which social media platforms are used more frequently by a company’s desired target audience, marketers are able to quickly learn and analyze which platform is best suited to accomplish a firm’s desired goals. Doing this particular research with a particular target audience in mind is the first step in the right direction when thinking of where to advertise your product. Additionally, I think it is equally as important to keep in mind company KPI’s, content and conversion rates when deciding how to reach that particular targeted audience. When thinking about which factor is more important, content or conversions, it’s hard to say exactly which is more significant, since one really cannot be achieved without the other. ...

One question I believe all website owners can come to agreement on is, “where is my website traffic coming from?” Referrer metrics look to help answer that question. A referrer is the source of traffic that is leading people to your website or webpage. (Reed College of Media, 2018) Whether your visits are derived from social media accounts such as Facebook and Twitter, or from banner ads and links on other webpages with similar audiences, narrowing down exactly where these visits and clicks are coming from is extremely important to any website owner. As of November 2016, Facebook and Google alone drove nearly 80 percent of external traffic to digital publishers in Parse.ly’s network. (VanNest, 2016) Some of you may be thinking, “that’s great—their websites are getting noticed and website traffic is coming in from other sources besides generic searches via search engines!” Which yes, may be partially correct, however when there are drastic changes in Facebook (which happens pretty ...

Tracking website conversions is quite possibly one of the main purposes (if not the main purpose) of using website analytic tools. Conversions can be simply described as, “the number of times a desired outcome was accomplished.” (Reed College of Media, 2018) Whether you’re in charge of an e-commerce website, non-profit website, or personal blog, you will want to know if all the hard work you are putting into that website is gaining traction and accomplishing your desired end goal. Marketers in charge of e-commerce websites (for example) would have the desired end goal (or desired conversion) of converting website clicks on their website to purchases of their products being advertised. Marketing professionals in charge of non-profit websites, however, may simply be trying to raise awareness for their cause; driving up the total amount of donations or subscriptions to their monthly newsletter. To determine exactly how many conversions are occurring, marketers would need to gathe...