Getting insight on digital marketing metrics from comScore, The Economist, the Atlantic Leap, and others
Getting a grasp on digital marketing metrics is crucial for multiplatform publishers looking to maximize the opportunities online magazines afford media companies.
But the thing about digital marketing metrics is that they’re shape-shifting. There are flavors of the month when it comes to measurement, and there are multiple fronts to monitor and maintain. Advertising, audience, social, and on and on and on.
TheMediaBriefing.com handles a few of these angles in recent coverage. Let’s see what they’ve got for us this week!
Digital Marketing Metrics: Data on Premium Content
Does premium content and online advertising deliver when it comes to digital marketing metrics? According to recent studies and data evidence, the answer is yes, as TheMediaBriefing.com reports.
“In an independent study commissioned in in the US, ComScore has proven that advertising on quality content sites (defined as members of the trade body Digital Context Next) delivers a 67 percent uplift in brand metrics vs advertising running on non-premium sires,” Ian Gibbs writes.
Meanwhile, in a watershed study, Newsworks have mined five years’ worth of econometric data to reveal that advertising in news print yields a ROI multiplier of three times its value. Again, this study points to real long term rewards for brands engaging with premium content environments. Offline media is undoubtedly harder to measure than online media (although arguably both are as hard as each other to measure correctly), but it’s great to see that Newsworks haven’t shirked the task and that by mining the IPA’s effectiveness data bank have done so with the objectivity so often lacking from research that comes directly from industry bodies.
What The Economist Learned About Social Media Strategy
In a cross-post by Economist Community Editor Denise Law at TheMediaBriefing.com, she shares some fascinating insider info from the legendary brand’s recent experiments and shifts in strategy.
“The decline in print advertising —accelerated by the rapid rise of digital media — has prompted us to focus more on building a sustainable subscriptions-based business. We have long believed in the paywall model; that readers should pay for well-researched journalism they can’t get elsewhere. To expand our subscriber base, we need to find new subscribers, which is why we invested in a social-media team,” Law writes.
“We have made huge progress so far. The Economist’s social-media following expanded by 55 percent year-on-year. Unique visitors from social channels are up 40 percent during the same period. Remarkably, monthly social-media engagements rose nearly 90 percent year on year despite fewer users logging onto Twitter and Facebook tightening its algorithm. Digital subscriptions, meanwhile, increased by 31 percent year-on-year in the second half of 2015, proving that people are willing to pay for high quality content despite an abundance of free alternatives.”
The Atlantic Leap on Global Magazine Expansion
Atlantic Leap Managing Partner Evan Rudowski has some advice for media companies looking to expand internationally.
“Unfortunately, in the current media world we’re in today … business models are starting to erode and are becoming unable to sustain the kind of investment in content that media companies were used to be able to make. It doubles the challenges or even multiples the challenges if they’re also trying to endure different markets,” Rudowski told TheMediaBriefing.com.
“I think that’s a big challenge for media companies to get right, it’s how do they make sure that what they’re offering is relevant to the local market or at least localised properly and how do they produce content that works which then of course is what attracts sponsorship or a subscription.”
Which digital marketing metrics do you track? Let us know in the comments!
To read more about digital marketing metrics and other industry trends, visit TheMediaBriefing.com.