We're over a month into our new Digital Marketing campaign, and we're getting lots of key data about the impact it's making with our target audience. Check out the latest results and insights below that we are gaining through Adobe Marketing Cloud. Bookmark this page to keep tabs on how we're using our own marketing solutions to improve results.
There was an initial spike in engagement with our Facebook app at launch and for our live debate. It then significantly decreased until we started a paid media promotion through Promoted Tweets in late November.
"Social Analytics" and #DigitalMarketing continue to be hot industry topics. Mentions and reach for "Adobe Marketing" and #MetricsNotMyths is growing. Our nearly unanimous positive/neutral sentiment continues.
We're analyzing a number of web metrics to understand how many people are visiting our site, what sources are driving traffic, the duration of each visit, and what actions visitors are taking.
Awareness from paid media, combined with social and press coverage about the campaign, drove a significant amount of traffic to our site — we saw a 10x increase on launch day. Since then, we've seen smaller spikes, but continue to see traffic 2-3x our prior weekly average run rates.
Knowing how people make their way to our site helps us allocate resources and budget to the right things. Looking at the top sources of traffic to our site, we can see the impact of our display and print campaign, as well as the importance of media coverage in driving traffic.
In a recent blog post, we discussed how video content has gotten a large number of views, and has also been been a huge driver of traffic to our site. Here we see that YouTube is our top referring social source. What's more, we can see that people coming from YouTube spend the most time on the site at over 11 minutes per visitor.
Ultimately, we're working to turn visitors into solid leads. Thanks to Adobe Marketing Cloud, we can track the process from beginning to end.
Join us here and on our Digital Marketing blog as we continue to measure and optimize our campaign to get the best business results.