If you speak with anyone from a digital marketing agency for long, you'll find that one big part of their efforts is analysis. Although it might seem like messaging is the primary purpose of a digital marketing company, analytics come into the picture for several reasons. Here are five of the biggest reasons why marketers often reach for the numbers.

Knowing Where to Start

Clients frequently have a limited idea of who might respond to a marketing message. Fortunately, there are existing databases that often can be used to create an initial framework for a campaign. Likewise, you can develop a couple of messages, deploy them, and collect the data from the folks who view and respond to them. This can help you determine how to get the initial roll-out of a campaign moving.

Identifying Unexploited Opportunities

Another argument for employing analytics at a digital marketing agency is that some opportunities aren't always obvious. You might start out by targeting one demographic only to find a completely different group also likes a product, service, brand, or message. With the data in hand regarding this other group, you can start new marketing efforts aimed at them.

Cost-Benefit Analysis

In the modern digital market environment, it's hard to deploy your message across every possible channel. Do you need to be creating more Instagram posts, for example, or would you be better off pushing ads onto Facebook? The answer often comes down to comparing the results against how much it cost you to get them. Fortunately, many platforms now have analytics packages included so you can compare and contrast the success levels of online ads, social media posts, website content, videos, and other channels.

Changing With the Times

The best marketing in the world is likely to have a sell-by date. You'll find that certain messages just don't land the same punch they once did. Demographics change, societal norms evolve, and sometimes people just get bored or see something newer and shinier. It's critical to keep monitoring the analytics so you can catch these shifts just as they're starting. This will allow you to respond quickly and take a different tactic with your marketing.

Proof

Sometimes, the simplest argument for using analytics is proof. You're going to spend a dollar, and you're also going to want to know what became of that dollar. Clients benefit from seeing what each dollar is doing, and the digital marketing company benefits by proving it can do the job well.