Google Analytics Changed Marketing Focus

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According to W3Techs, 55% of all websites use Google Analytics, and 83% use it as a traffic analysis tool. More than half of these sites use Google Analytics as their sole source of marketing data.

Google has transformed the marketing industry. The introduction and adoption of Google Analytics has pushed marketers to shift their focus from strategy to channel.


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Classic marketing is based on promotion mix strategies: direct marketing, advertising, personal sales, trade marketing and PR. Google poland consumer email list Analytics has replaced these core strategies with new ones: direct visits, organic search, social media traffic, referrals, paid search, email and display.

However, this change leads to poorer marketing because most strategies can be used in any channel - and it is the strategies, not the channels, that drive results.

Take, for example, “social media marketing” – a useless phrase that refers to channels but not a specific strategy.

Direct marketing campaigns (also known as lead generation advertising) reach a specific set of people on social media based on a set of demographic characteristics and their preferences (targeting).
Advertising campaigns use paid media publications on social networks.
PR campaigns are conducted through own or paid media and are also distributed through social networks.
Personal sales are conducted by sales agents through social networks.
Promotional and discount campaigns throw coupons, discounts, special codes into social networks and stimulate instant sales.