What is Digital Media Optimization (and How to Use It)

Trevor Testwuide, Expert in Business Strategy and Marketing Measurement

Published 10/25/2022

Digital media optimization is essential to the effectiveness of any digital media marketing strategy. Without an optimized, cohesive digital media strategy, creating marketing campaigns that will stand out in today’s competitive climate is challenging. 

Learn about the importance of optimizing your digital media and how to use it to improve your performance across marketing channels.

What is Digital Media Optimization?

Digital media optimization refers to the process of using digital technology to improve a company’s marketing strategies. A company can use digital media optimization to identify and hone in on its target customer base, rank higher on search engine result pages (SERPs), and craft campaigns that better align with customer wants and needs. 

Digital media optimization involves using metrics or key performance indicators (KPIs) to track the performance of a media platform or digital media campaign. Standard metrics tracked in digital media optimization include:

  • Website/landing page visits
  • Traffic by channels 
  • Social media metrics (likes, shares, reposts)
  • Number of inbound links 
  • Visitors vs. return visitors
  • Bounce and exit rates
  • Conversion rate
  • Interactions per visit 
  • Click-through rate (CTR)
  • Revenue per visitor (RPV) 
  • Cost per visitor (CPV)

Most companies track multiple metrics simultaneously, but individual metrics can yield valuable insights on their own. For example, if you measure traffic by channels and notice that only a few of your viewers arrive by organic search, it may indicate that your SEO strategy needs optimizing. 

On the other hand, tracking customer interactions per visit can reveal patterns about how your visitors spend their time on your website. You can capitalize on customer interaction data by creating tailored content to retain and attract your target customers. 

The specific media channels or mix of channels a company uses in a digital marketing campaign depends on the purpose and scope of the particular campaign and what marketing channels are available financially. Some companies market strictly over social media, perhaps to target a specific younger demographic. Others find that an email or content marketing strategy better suits their target demographic.  

Most often, digital marketers use a mix of marketing channels, known as a media mix

Each digital channel can yield valuable insights about consumer behavior, like which keywords are getting the most attention or where your viewers are logging on. Digital media optimization involves collecting and analyzing this data to improve performance across media channels. 

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Why is Digital Media Optimization Important?

Digital media optimization is the best way to gauge the effectiveness of a digital media platform or marketing campaign. The following types of digital media optimization and their benefits can help you fully understand the importance of optimizing your digital media: 

  • Search Engine Optimization (SEO)

Search engine optimization (SEO) is the process of improving your website to increase its organic visibility. In other words, to make it rank higher on search engines like Google. A company can use SEO to bring in more customers organically, increase conversions, improve brand awareness, and create a trustworthy experience for its viewers. SEO is also relatively inexpensive to implement on your own. 

  • Social Media Optimization

A company can use social media optimization to strengthen its online presence and social media reach, which leads to more sales of its products and services. A business may also optimize its social media channels to improve the quality of social media leads, increase brand awareness, and engage more deeply with its audience. Companies wanting to market to Millennials and Zoomers must cultivate a strong social media presence.

Social Media Optimization

  • Digital Content Optimization 

Digital content optimization involves generating online content that can reach the largest target audience possible. Optimizing your digital content can improve your company’s SEO ranking and increase your sales, revenue, and brand awareness. When optimized, your digital content can become a vital part of your sales and marketing funnels, helping you attract and retain viewers who can convert into customers. 

What Metrics Do Marketers Use to Optimize Digital Content?

A company can optimize its digital content by identifying and tracking metrics relevant to its specific goals. Most of the time, a company will use digital content optimization strategies to rank higher in search queries, which is why many marketers use the terms digital content optimization and search engine optimization synonymously. 

By increasing its SEO visibility, a company can ensure more content views, instantly giving its brand a trustworthy name and drawing new attention to its products and services. 

Most companies use a combination of several digital media optimization metrics to track progress towards their goal, including: 

  • Search engine ranking
  • Quality of links
  • Organic search traffic
  • Organic clicks/impressions/CTR
  • Conversion rate
  • Mobile rank
  • Mobile search traffic
  • Page speed
  • Crawl errors
  • Unique titles and meta descriptions
  • Dwell time

SEO is often the foundation of a successful digital media marketing campaign, but there are other content-related metrics to consider in optimization. For example, you cannot calculate SEO engagement if you market using social media because each platform calculates engagement differently. 

To gauge the effectiveness of your social media content, you would need to use different metrics such as the number of likes, retweets, reposts, or comments. 

How to Optimize Digital Content

Optimizing digital content includes understanding the facets and techniques of digital marketing strategies. You can optimize your digital content by knowing what bidding method to use and implementing optimization techniques into your ad copy and landing pages. 

  • Bidding

In digital advertising, a bid is the highest amount of money a brand will pay for each ad click. When an advertising platform like Google Ads has available ad space, brands can bid for ad space. There are many ways to bid for ads, each beneficial for different types of campaigns. 

Using cost-per-click (CPC) bidding, you only pay when someone clicks on your ad and visits your site. CPC bidding is an excellent strategy if your main goal is to draw viewers to your webpage. 

Cost-per-action (CPA) bidding is a more advanced method as it requires a company to track its conversions to determine engagement. Conversions do not only mean sales; a company can use CPA bidding to track other actions like email sign-ups. 

If your goal is to evaluate viewer engagement of your video content, plan to use cost-per-view (CPV) bidding, in which you pay for video views and other related interactions like clicks on CTA overlays and companion banners. 

  • Ad Copy

There’s no right or wrong way to create content, but there is an optimized method that can make your ads more relevant. Common ad copy optimization strategies include A/B testing, using AdWords Script to identify poorly performing ads, and checking the efficacy of meta description and headline combinations. 

Marketers also use ad extensions to include specific information not contained in your primary ad, like user reviews and CTAs. SEO is also a key element of this strategy. Among other efficiencies, search engine optimization can help you identify the keywords and search terms that trigger your ads. 

  • Landing Pages 

Your company’s landing page should be attractive, user-friendly, and easily navigable. Marketers can optimize a landing page by using visual data reports like heat maps and scroll maps to track viewer behavior. 

Your landing page is generally where your visitors find links to the specific information, products, or services they seek. For that reason, it is critical to include visible, straightforward CTA buttons with a clear message like “join to download” or “book a demo.” 

There is often a lot of trial and error involved in optimizing a landing page, as you can tweak many metrics to elicit different responses. For example, you can change your color scheme, font, text size, and image placement for optimization. 

Many marketers rely on A/B testing to gain insights into their target audience's optimal landing page display. For example, if you aren’t sure whether your customers will like a new image, an A/B test would show the image to a control group and see if the new image leads to increased conversions or better engagement. 

What Are the 3 Types of Digital Media?

You must know the difference between the three types of digital media to run a successful digital media campaign. Digital media includes paid media, earned media, and owned media. 

  • Paid Media

Paid media is the most traditional type of digital media. It refers to marketing efforts that involve paid placements, like display ads, branded content, and pay-per-click advertising.

  • Earned Media

Earned media, also known as online word of mouth, includes any media marketing benefits you earn freely by employing strategic social media practices, using SEO, and having a good reputation as a company.

  • Owned Media

Owned media is all media directly controlled by your brand, such as your company website or social media account.

What Tools are Used in a Digital Campaign?

Marketers use tools like social media platforms and specific design, analytics, and content marketing tools to create effective digital campaigns. The key to an effective digital campaign is knowing how to use each tool. 

  • Social Media Platforms 

Facebook, Twitter, Instagram, and Snapchat are popular ways for marketers to create brand buzz and engage with their audience. Some of these platforms offer features designed for marketing, like Facebook Ads Manager

In your digital campaign, you can capitalize on the unique format of each platform to adapt your campaign content for different audiences. For example, you could utilize Twitter’s text limit to share a short, catchy slogan that builds intrigue and then expand your services and mission statement in a LinkedIn blog for a more professional audience. 

  • Design Tools

Design tools like Photoshop and Adobe are popular ways to create ads and social media posts for your viewers. Many design tools make it easy for those without graphic design experience to craft dynamic, compelling images. You might also use a free program like Canva, which has built-in templates for most social media platforms. 

  • Analytics Tools

Digital marketers rely on analytics tools to track relevant metrics to make informed decisions about how to proceed with a digital campaign. Common analytics tools used by marketers include Google Analytics, SEMrush, and MixPanel. 

  • Content Marketing Tools

Marketers focused on content marketing can draw on content marketing tools that identify content opportunities and craft engaging content for you. While auto content generators like Jasper are not replacements for a comprehensive content strategy, they are useful tools. 

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