It can help brands allocate resources in areas of higher return probability.
This piece suggests important marketing metrics that businesses should focus on during the current crisis. Cost-per-acquisition (CPA) is a critical metric that marketers should optimise to maximise their limited resources. Brands should address their audiences’ immediate concerns and continue to interact with them until the customers take the next step in their purchase journey.
Businesses should measure social media interactions to find out whether their content is reaching the right audiences. Besides tracking likes, comments, shares and reposts, brands should also gauge metrics like audience sentiments, intents, objections and accolades.
Marketers should monitor actionable metrics like bounce rate, average session duration, and pages per session to identify buyers’ shifting needs and priorities. These insights can then be used to create content that effectively connects and resonates with the brand’s prospects.
[5 minute read]