Key lessons from the Econgress24 in Malaga

Recently, I attended eCongress Málaga, an event brimming with fresh ideas about digital marketing, ecommerce, and social media. Here are some key takeaways for those who attended and those who couldn't make it.

📌 Visibility and Differentiation

Effective branding is based on two pillars: visibility and differentiation. Visibility is achieved through meticulous planning and the proper use of media for your target audience. An example is scheduling ads on Google Ads, which can reduce conversion costs by detecting appropriate patterns, whether in terms of times of day or days of the week when the ad is shown. Differentiation involves offering something unique, not just low prices or something a competitor can easily emulate. Analyze recurring and new traffic, among other metrics, in your web categories to understand what attracts your users.

📌 Risk and A/B Testing

It is crucial to constantly take calculated risks with advertising formats and conduct A/B tests. Balancing the risk and potential of the format maximizes the visibility and coverage of our campaigns. Don't be afraid to experiment, but always do so wisely, measure, and adjust the results.

📌 Complexity of the B2B Funnel

In B2B, the sales funnel is more complex and progressive. It is important to consider the difference between a marketing qualified lead (MQL) and a sales qualified lead (SQL). Advertising on LinkedIn, although costly, can compensate more if the average order value is high. Key elements include effective communication, prospecting and follow-up, and medium/long-term contact.

✅ Conclusion

eCongress24 underscores the importance of staying up to date with new strategies and tools. Implementing these lessons can make a significant difference in our campaigns.

🤔 Which lesson do you find most relevant?

Participating in an event like eCongress has provided me with some interesting perspective shifts on digital marketing that might go unnoticed in day-to-day work, both in macro aspects and small details, which I value highly. Perspective shifts are increasingly difficult to find. I won't miss the next edition!

Optimization of Social Media Advertising Campaigns: A Data-Driven Approach

Tracking social ads campaigns is an indispensable part of achieving the desired goals. A systematized methodology is one of the best ways I know to tackle tasks of this type.

The essence of this process lies in one word: adaptability. Weekly, it's crucial to review your highest-cost A/B tests in each ad group, comparing the CTR, conversion metrics, and costs among active ads. If an ad isn't performing as well as you hoped, pause the underperforming ad and concentrate the budget on those with better results; this is the first step to fine-tune your strategy. However, what if the data are inconclusive? Allow the test to continue for another week, as it may provide clearer data.

Monthly and quarterly tracking is also vital. Review elements such as the offer, creative/copy, and targeting, and identify possible areas for improvement and adjust your strategy to achieve a positive performance trend. If you identify audiences that are not converting despite high spending over a considerable period, reconsider and possibly stop advertising to those audiences.

Incorporating conversion analysis and page tracking in Google Analytics can offer a deeper understanding of how users interact with your site after clicking on an ad.

Every aspect of your campaign, from creativity to the landing page, must be carefully considered and optimized based on reliable data. And what does this mean for you? It means more effective campaigns, better use of the budget, and, most importantly, a higher return on investment.

Exploring the Depths of GA4: Custom Reports as a Game Changer

One might wonder, how is customizing reports in Google Analytics 4 (GA4) useful for digital marketing professionals? The answer is grounded in the ability of GA4’s advanced features to enhance our data analysis, leading to more informed decision-making.

GA4 represents a significant shift from Universal Analytics. It introduces user-centric metrics like 'Engaged Sessions' and 'Engaged Users.' This evolution is critical because it provides a more nuanced understanding of user interactions, which is key to developing effective marketing strategies.

Engaged means “active or interacting with” — users that had some interaction with your site, not limited to navigation.

Customizing reports in GA4 is not just an optional feature; it's a necessity for precise data analysis. Tailored reports allow us to align the vast amount of data with specific business objectives, thus converting raw data into actionable insights for strategic decisions.

The capacity to modify and enhance reports in GA4 should be viewed as an opportunity for deeper data exploration. By customizing reports, we can focus on metrics and dimensions that are directly relevant to our specific business needs, ensuring that our analytics are both comprehensive and pertinent.

In short, proficiency in GA4’s customization capabilities is essential for turning analytics into a strategic tool. Sharing our experiences and insights, may contribute to the community of professionals who try to utilize data effectively.