DPQ – Digital Presence Quality – Is a tool for measuring the quality of the digital presence of online stores and brands
In the digital marketing age, digital presence of brands and companies is a prerequisite for creating relationships, which are the basics for effective marketing. A cross-platform digital presence enables the brand to be part of the consumers’ life and create an ongoing dialog with them, based on familiarity and social intelligence. That will help brands to provide consumers with their relevant needed value.
This marketing stage is much more important and effective than campaign waves.
Therefore, and in order to improve this strategic step, it is advisable to use simple tools for comparative tracking of the brand’s digital presence comparing it to its competitors.
One of the simplest and most effective tools is: DPQ – Digital Presence Quality.
DPQ is a comparative table that tracks the brand’s monthly performance as well as its various activities on all relevant platforms: Social, home site, mobile features, blog, etc. It compares all brand data to that of at least three relevant competitors at the end of each month.
What are the relevant factors of this tool?
Social Networks – is where we follow friends, followers, Engagement Index and other activities.
Mobile – we measure app downloads, uses, users, and engagement actions (comments, shares, SPOQ etc.).
The brand’s homepage – is where we perform a monthly comparison of visits, visitors, bounce rate, and average time spent on the site.
Blog – if the company has an active blog (highly recommended), we will follow bloggers, readers and engagement (sharing, comments, etc.)
Monthly Trends – is where we perform the monthly summary of trends for each platform – which trends went up, which trends weakened, and how significant the gaps are.
MUC – Monthly Users Change – the monthly fluctuations in absolute numbers for each player on each platform.
Budget / MUC – The monthly budget to total change ratio in the number of new people exposed to our digital product (across all platforms). This budgetary figure allows us to understand the market’s ROI over the past month in terms of strengthening the user base involved in the brand’s digital assets.
Action Items – Based on the monthly quantitative tracking, a marketing plan is drawn up for the next month – which competitor to focus on, how to allocate the marketing budget, which platform needs support and which can attract the rest of the company’s digital spider, etc.