A key difference between traditional and digital marketing is that online marketing is measurable. Analytics and insights are available to form a large picture to show if a digital marketing plan is performing the way that it should. With that being said, there are various qualitative and quantitative metrics that can help a marketer improve their tactics and pivot as needed.

Simulated Business Scenario:

Armani is a freelance digital marketing consultant hired by Anita (an up-and-coming social media influencer). Anita has cultivated a loyal audience on utube and TikTok where they share fashion and lifestyle content. Anita just launched a merch line, which includes clothing and homeware items through her website. Anita is looking to grow her online presence and her ultimate goal is to increase the number of brand collaborations. Basically, she wants new brands to hire her to promote and sell their products. Anita has asked Armani to create a PowerPoint slide deck to present the benefits of how she can collect and measure analytics on a weekly, monthly, and even yearly basis.

Questions:

1. How can Armani recommend the use of qualitative metrics as it relates to the influencers platform?
2. How can Armani recommend the use of quantitative metrics as it relates to digital marketing?
3. How do these metrics benefit the influencer business growth?
4. What specific analytics should the influencer be tracking on utube and TikTok?