Critique of Digital Marketing: Click Ecosystem and Google Analytics

This report critically evaluates the click ecosystem in digital marketing, emphasizing its importance for understanding customer behavior and brand promotion. It uses Airbnb as a case study, highlighting how the company leverages digital marketing strategies across social media platforms to drive revenue and engagement. Furthermore, the report delves into the practical application of Google Analytics, outlining how it can be used to develop, monitor, and track the performance of marketing campaigns. It provides a framework for setting SMART objectives centered around reach, acquisition, conversion, and engagement, while also discussing relevant KPIs to measure success. The report also highlights the importance of data analysis in digital marketing and the use of Google Analytics to identify areas for improvement and optimize website performance. The report also sets SMART goals for a marketing company, and highlights various KPIs for measuring campaign effectiveness, including sessions, user behavior, bounce rate, and conversion rates.

Running Head: INTERACTIVE AND DIGITAL MARKETING 1
INTERACTIVE AND DIGITAL MARKETING
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Critically Evaluation of Click ecosystem with the help of Airbnb
Digital marketing is the method to work out all aspects of business creating a single ecosystem
which works for one single cause. Ecosystem is the system which is formed with the interaction
of community with the environment. It is difficult to picture ecosystem with digital marketing
the best way to understand this is use different types of marketing like search engine
optimization, social media, and target marketing to achieve one goal which is to draw attention
of viewers to the brand in positive way (Skilton, 2016). Online advertising connects the
customers with the brand with more ease and comfort. There are various methods of marketing
but digital marketing has become the best source to get the brand noticed (Varadarajan, 2010).
The focus of digital marketer is to create strong positive image for the brand. With the
introduction of click system, the phase of digital marketing is altered completely. In simple
words, the click ecosystem is a network of people which are interacting with products and
services. It helps in analyzing the customer behavior through tapping the flow of online activity
between different search engines and media.
Digital marketers aim at creating the environment where the product or service of the company
gets promoted on the internet as well as mobile (Dave Chaffey, 2017). The marketers are
focusing on personalizing the market programs in order to optimize market activities across
many channels such as Instagram, Twitter, and Facebook. Digital marketing has evolved from
publicity to revenue generation model as through click ecosystem the marketing team is tracking
and targeting users as well as it is providing the basis to target untapped market through user
behaviors (Adcock, 2011).
Click ecosystem has proved to be the best way in creating a database of prospect customer as
well as it is focusing on personalization of customer experience (Lisa Guernsey, 2015). With the
changing time, it is evident that advertising major ratio is being covered by digital marketing.
Google and Facebook are the major players which are capturing the digital market due to the
increasing followers. The Analytics is another important element which has changed the
traditional marketing. The way company used to work is getting evolved day by day. There are
various benefits which are contributing towards click system some of the major offerings include
faster responses, great understanding, with friendly user interface. The pillar to success of digital
marketing is ease and comfort provided to customers (Dodson, 2016). The companies are

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focusing market strategy which are more personalized and connect the product to the customers.
Facebook is the best example of creating an environment where the people get connected to the
product.
The click ecosystem is the best way to connect with new customers. In marketing, it is important
that the product reaches to the right audience. The search engine is helping in achieving the
business opportunities through measurable results. Digital market helps in generating the exact
results and reliable outputs For example how many people have viewed the particular page
through clicks (Lisa Guernsey, 2015). The other crucial reason to adapt click ecosystem is that it
is cost effective as it reaches larger audience through one platform. Converting a customer online
is more convenient than reaching to the client through traditional methods of arranging a
meeting, and calling the customer (Dave Chaffey, 2017).
Airbnb is an American online market place based in San Francisco. It is providing homestays
services worldwide. Airbnb is famous for amazing tourist services (Airbnb, Inc., 2019).
Considering the market strategy through digital marketing, Airbnb has changed the way people
used to travel and choose accommodation. The company has launched its campaign through
Instagram in 2015 and it received 13.3 million interactions. It completely relies on user-
generated images and videos on Twitter, Facebook, and Instagram (Fitzsimmons, 2019). The
company is able to generate millions of revenue through social media. The best part is Airbnb
has targeted customers as well as hosts through same platform. The digital marketing strategies
can create a wave of customer choices and preferences through click ecosystem however there
are some drawbacks which should be considered by the marketer and that this ecosystem can
lead to high time investment as well as optimized skills are required to analyze the data. The fact
which cannot be ignored is click and visits to the company’s page not necessarily lead to sale of
the product. Regardless of all the negative points considered while creating a click ecosystem, it
is an important part of successfully promoting the brand.
Developing a click ecosystem will always help the business to reach to prospect customer and a
better marketing strategy. The major benefit is that this helps in recognizing the major touch
points attracted by customers to select a product. This also helps in making the product better as
through digital marketing customer experience and reviews are also mapped which opens the
door to more possibilities in making the product or service best for the customer.

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Google Analytics in Digital Marketing
Google Analytics is regarded as the tracking or reporting tools that is offered by Google to track
or evaluate the visitors or traffic on a particular website. It is regarded as an important tool for
digital marketing activities that monitors and tracks the performance of campaign in real time
and is also helpful in measuring the success of the website (Vecchione et al., 2016). Google
Analytics provides in-depth information regarding the visitors of the website and gives update
regarding the areas where improvement is needed which ultimately helps in getting traffic and
improves the quality of the website. Google Analytics shows who is coming to the website and
want kind of traffic is coming (Galbraith, 2014). It helps in tracking the performance of
keywords to see how the keyword is successfully getting the traffic to the website. It also assist
in Search Engine Optimization to examine how many times the visitor is clicking on the link
contained in the website (Dahlhausen et al., 2016).
The taken example for the analysis is a company like Digivate which is a marketing company in
UK. The SMART goal for this company for the objective of reaching, acquiring, converting and
engaging the customers is to gain blog traffic on the website. For this, the company can increase
the frequency of publishing on the website by increasing the workload of bloggers and editors 6
to 8 times in a week which makes it a specific goal. The company makes a goal of increasing the
traffic by 7% in the upcoming month as it made the increase by 5% last month which makes the
goal measurable and attainable. By increasing this trend, the company can enhance the brand
awareness and can get opportunities to generate more leads and increases the sale revenue of the
company. Thus, the SMART goal will be to increase the traffic by 8% in upcoming month to
reach more customers.
Further, the company can make a goal of increasing the email subscribers. For that, the company
can increase the budget of Facebook advertising and make a goal of increasing the subscribers by
50% in upcoming 2 months. Previously, the company achieved an increase of 40% which makes
it attainable. By this, the company can get more traffic and make more people aware of the
company. Thus, the SMART goal for the company is to accelerate the traffic by 50% in
upcoming 2 months for getting traffic and increasing sales of the company. Further, the company
can make a goal of ranking higher by link building strategy through adding 50 backlinks in
upcoming 4 months for reaching to the company’s homepage. The company had 10 inbound

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links in the previous year which makes the goal attainable in the upcoming month. By this, the
company can increase the ranking of the website due to quality publications which increases the
traffic and sales revenue. Thus, the SMART goal of the company is to increase ranking by
building links in upcoming 4 months for creating backlinks for reaching and acquiring maximum
customers.
KPI are the Key Performance Indicators that are used to monitor and evaluate the Analytics.
However, there are different indicators or metrics that helps a digital marketer in achieving the
marketing goals (Parmenter, 2015). First indicator for that is used for analytics are the number of
sessions or audience. They are analyzed for tracking or monitoring the traffic of the website
(Saura et al., 2017). Second KPI is the new and returning users where their behaviors can be
analyzed to get insights about the nature of new customers to improve the performance of the
campaign. The next indicator is the bounce rate which determines the number of times a visitor
came to the company’s page during the session. Goal conversion rate is a good KPI indicator that
describes the target actions that are completed during a session. Average time on page is a
performance indicator which tells the average time an individual visitor is staying on a page to
examine the quality of traffic and ensuring whether their needs are meeting by visiting the
website (Jarvinen & Karjaluoto, 2015).
There is one indicator called page load time which makes the analysis of the time of the pages
loaded by the visitor (Daniels, 2014). This indicator is helpful in reducing the loading times of
the page for decreasing the stress of visitors and helps in getting more traffic. Further, users by
gender is also an indicator for measuring the performance of a website by categorizing the
visitors on the basis of demographic characteristic like age, gender, etc. It helps in reaching to
the group of visitors and them and also identifying the new target groups (Plaza, 2010). Top 10
landing pages is good indicator for getting the traffic by analyzing problems in the important
landing pages. Organic and paid session is also a very good indicator to evaluate the number of
organic traffic and paid traffic through Google Ads. In Google Analytics, the organic and paid
traffic are compared to analyze the performance.
To conclude, it can be said that Google Analytics plays a vital role in the digital marketing as it
monitors and evaluates the visitors coming to the website. It also measures the nature of the
traffic and the needs of the customers to develop set of objectives and target to improve the

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performance of the website. However, the companies focus on setting SMART goals to reach,
acquire, engage and converting the customers. There are different KPIs that are monitored by
companies to analyze the behaviors of the traffic and seeking necessary improvements to
enhance the performance of the website.

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