undercover.co.id – Don’t be a slave to Traffic , Traffic isn’t everything in digital marketing. The measure is not just quantity, but quality. For one, the quality of traffic has an effect on increasing sales and engagement.

Digital marketing has become the backbone of many businesses, with various strategies designed to attract the attention of internet users. One aspect that is often considered the key to successful digital marketing is traffic.

 Traffic is understood as the number of visitors who access a website or app. Many brands still feel that traffic is the only indicator that matters in digital marketing. The reasoning is that the higher the traffic, the more opportunities there are to convert to sales. But is traffic the ultimate measure of digital marketing success?

The answer is no. While it is important to have a large number of visitors, it is even more important to have the quality of that traffic. There is no point in getting thousands of visitors if they are not interested or relevant to the product or service being offered.

Don’t Be a Slave To Traffic

In fact, most digital marketing efforts are actually aimed at increasing conversions, aka turning visitors into actual customers. This can be achieved through various strategies, such as search engine optimisation (SEO), paid advertising, engaging content, and active interaction with the audience through social media.

Focusing too much on traffic alone can neglect other aspects of the marketing strategy that are equally important. For example, customer retention is crucial in maintaining long-term business success. Creating strong relationships with customers, providing a satisfying experience, and offering added value are also more important.

Traffic is also not the ultimate goal in digital marketing, but rather a means to achieve larger business goals. If visitors to a website or social media just come and go without making a product purchase or subscription, then the traffic is wasted despite the large numbers. Hence, there is a need for an integrated strategy to drive traffic towards the desired action.

According to a report by Ruler Analytics, over 200 marketers say traffic is not the main parameter for measuring digital marketing success. Conversion to sales is the most important indicator, agreed by 81% of marketers surveyed. Below that are leads, which 78% of companies surveyed agree with.

This is exactly what Vidio is doing. One of the over-the-top (OTT) platforms operating in Indonesia considers that traffic is not the number one parameter in digital marketing. traffic is one of the important indicators for Vidio in evaluating the success of its digital campaigns. However, Vidio does not only pay attention to the number of visits to its platform, but also focuses on the activities carried out by users.

“By paying attention to various indicators that match the campaign objectives, such as reach, number of watchers, new subscribers, and interaction levels, Vidio can ensure that every campaign it runs has a significant impact on its business,” said Ignasius Igor Irendy, VP Digital Marketing of Vidio.

Vidio also conducted a Brand Lift Study to gain an understanding of the increase in brand awareness. By analysing the data deeply, Vidio can design digital campaigns that are not only effective, but also make a positive contribution to the business.

The same is done by Telkomsel. Telkomsel assesses the success of its digital campaign based on various key indicators in accordance with the objectives of the campaign.

Telkomsel runs digital campaigns in three phases that are tailored to the needs and targets of the products to be marketed.

In the first phase, called the “Catch” phase, Telkomsel focuses on increasing customer awareness about products or services. This is done through marketing activities such as SEO, SEM, and paid advertising on social media. Then, in the “Connect” phase, Telkomsel provides detailed information about the product on its official website. Finally, in the “Convert” phase, Telkomsel directs customers to the purchase process through the MyTelkomsel application or landing page on the website.

Telkomsel assesses the success of its digital campaign based on various key indicators in accordance with the campaign objectives. Starting from impressions and reach for the “Catch” phase, to conversion rates and leads generated for the “Convert” phase. Marketing Return on Investment (MROI) analysis is also conducted to understand the effectiveness of overall campaign spending.

read also

• Digital Marketing More than Selling
• Physical Channels Complete The Customer Journey
• Micro and nano-influencers
• Don’t Be a Slave To Traffic
• Digital Marketing Mythbusting

“Traffic from a digital campaign is one of the important metrics that Telkomsel pays attention to to evaluate the effectiveness of the campaign. However, Telkomsel also pays attention to traffic quality, traffic source diversification, and various other KPIs such as conversion rate, retention, and ROI to achieve broader business goals,” said Abdullah Fahmi, Vice President Brand and Marketing Communications Telkomsel.

Finally, it is important for marketers to understand that traffic is not everything. There is much more to it than just traffic. And, marketers don’t need to “suffer” from being a slave to traffic.

Traffic in digital campaigns is important. However, Telkomsel also pays attention to traffic quality.

Abdullah Fahmi

– Vice President Brand and Marketing Communications Telkomsel