Arrow Digital: Impactful Digital Marketing with Measurable KPIs

“You can’t manage/improve what you can’t measure”— Peter Drucker

Marketing has evolved immensely; a marketing campaign 20 years ago would be unrecognisable today. These days, data and metrics are king. They are the map that guides modern marketing. It is this ability to measure a marketing campaign that allows us to optimise and improve our marketing efforts. In the digital world, big data has made information boundless, which means we have more resources than ever, but this abundance of information means it is too easy to miss the forest for the trees. It is easy to be overwhelmed and sink in the vast ocean of data. When you are trying to analyse rates of engagement, budget allocation, return on marketing investment (romi), just having the data is not enough, you need to know how to utilise it based on the overall strategy.

Enter Arrow Digital!

A full-service digital marketing agency, Arrow Digital has set a new benchmark in the digital space with its data-driven and strategy-focused approach. Embracing the information revolution, Arrow Digital leverages the large amount of data available to create and analyse KPIs and metrics to maximise marketing efforts, squeezing every last bit of value out of any budget. Anup Batra, co-founder of Arrow Digital, explains, “Our business philosophy is centered on data-driven marketing and being aware of what to measure, and then to measure it rigorously to ensure continuous improvements in the performance.” Data is the foundation, but the house is built on deciding what data is relevant, what metrics will give insight, and how to interpret the data and results. Information is truly powerful when it is in the hands of those who know how to use it.

Led by a talented team of strategic marketers and digital specialists with expertise in integrated marketing methods, Arrow Digital follows a strategy-first approach that doesn’t just intend to reach short-term targets, but is designed to fully align with a company’s long-term goals. Due to Arrow Digital’s long-standing partnership with Google and utilising the latest digital marketing tools such as Google Analytics, Google Data Studio, Google Optimize, and Google AdWords, clients can keep up to date with digital campaigns in real time, and can obtain an inside look into the performance of their campaign. Jasmine Batra, co-founder of Arrow Digital, emphasizes, “We place strategy at the heart of all Google-based marketing and technologies, and focus on aligning our digital KPIs and metrics with the business’ KPIs and goals to ensure a deeper synergy.”

Jasmine believes that for a successful digital marketing campaign, you cannot just look at a digital channel in isolation. The modern buyer is exposed to an organisation through myriad channels.

Each channel will influence one another— an SEO campaign will affect a PPC (pay per click) campaign, the CTR (click through rate) on mobile devices will affect campaign targeting, everything is interconnected. Arrow understands this and is leading the charge in implementing integrated marketing solutions. This is the type of forward thinking and initiative that has led Arrow to be a finalist in the Australian Search Awards for “Best in Integrated Digital Marketing” for the past two years. The ability to recognise these key drivers in the digital space is what separates Arrow Digital from other agencies, it’s an agency that doesn’t just focus on the last click, but all the touchpoints and channels a customer encounters throughout their buyer journey. Through its proprietary custom dashboard, Arrow Digital provides clients with a comprehensive view of all strategic KPIs and an in-depth report on the campaign’s performance on all channels. By performing A/B testing, iterative testing, and leveraging data obtained through click maps and Google Optimize, Arrow gives clients the competitive advantage needed to thrive in the digital sphere. Arrow Digital’s proficiency is reflected by the record conversion rates they have achieved in certain industries, ranging anywhere between 5 to 8 percent for ecommerce websites and 12 to 14 percent for professional services companies.

Further demonstrating the robust capabilities of Arrow Digital, Jasmine sheds light on the company’s engagement with an Australian Real Estate portal. Despite being in the business for a decade, the company’s traffic and number of users began to stagnate. However, upon collaborating with Arrow Digital, they were able to successfully push past their plateaued growth curve, increase quality traffic and give investors renewed confidence in the company. Arrow Digital’s strategic approach was multi-faceted, incorporating content strategies, SEO, and long tail keyword targeting among others, which resulted in over 600,000 new users to the site, increasing the site’s overall traffic from 1.2 to 1.8 million. This became integral to the company’s ability to demonstrate growth, and proved to be a vital factor in their Series B round where they were able to raise close to three million dollars. “We helped them break through from stagnation, and more than doubled their search engine exposure that resulted in an increased valuation in less than a year,” says Jasmine. Arrow’s impact extended further than just their digital campaign, they gave the company the tools to grow and ultimately created fresh opportunities for them outside the digital sphere.

Scripting similar success stories daily, Arrow Digital continues to empower clients with innovative and actionable digital strategies that are focused on the outcomes they want to achieve. By blending the power of marketing and digital, the company continues to redefine the standards of service delivery in the Australian market. It’s a digital agency that is more than just a digital agency.