One of the descriptive logos of Google Analytics, which is a service used for analyzing digital marketing trends. (Photo : Twitter/Google Analytics)
Google Analytics appears to be the one to blame when it comes to the lack of knowledge of marketers who exist only in the high-tech realm, most particularly in social media such as Facebook.
These marketers appear to have no idea about the fundamental distinctions between phrases like "marketing strategies", "marketing content", and "marketing channels". And this was because of Google's analytics service that was launched roughly more than 10 years ago, back in November 2005, according to a blog post by Google.
Due to the service that Google Analytics provides, marketers who are more familiar in the digital cyberspace have been ignoring significant and noteworthy marketing terms, such as channels and strategies. They have begun to prefer digital channels over traditional channels, even if the former delivers fewer returns than the latter.
There are comparisons that can be made when it comes to television marketing. During the 90's, when a certain business wanted to reach their target market through a certain show, they would go for advertisement, publicity, and infomercial strategies. These things could be done in various ways, such as the product of that business being featured during one episode, or during an infomercial immediately after the show.
Yet, with so much advertisements existing in television, this certain strategy was never called "television marketing", unlike present marketers who refer to these things as "social media marketing". All the other social media platforms are the same as television in a way that they are all channels of marketing.
These terminologies are worth pointing out because they directly affect the various marketing approaches marketers do. And when online marketers have no idea how to properly advertise a product, their target market grows smaller, and at the worst case, their marketing becomes spam.
Because of Google Analytics, the marketers started to distort the importance of these terminologies when it comes to marketing, according to Tech Crunch. In reality, social media platforms are one of the easiest channels for marketers to promote their goods and services in.
But because of the lack of planning when it comes to marketing strategies, no matter which channel it is being executed in, there will hardly be any results felt. This is because marketers who penetrate the digital market put no effort in learning how to utilize platforms properly.
For beginners in marketing, it is profoundly important to understand the basics of every channel and what strategies should be used. Below is a basic tutorial explaining Google Analytics.
