A March 2010 survey by Chief Marketer showed that CTR is till the most used metric to measure effectiveness of online campaigns.
- 60% of US marketers reported they measure interactive marketing performance in click-throughs.
- Just 38.4% measured return on investment.
- Only one third measured brand awareness or reputation.
Amy Martin from Digital Royalty explains in 6 minutes, how to measure the impact of social media on a brand’s popularity.
There are two important things to do, when you are measuring your social media efforts:
1. establish your KPIs
2. measure these KPIs
Return On Influence: Cold Metrics & Warm Metrics
We have all heard about banner blindness. Are low click rates evidence that display ad campaigns have not had any impact on consumer behavior? Or, does online display advertising work in a similar way to traditional offline advertising with multiple exposures over time being needed to effect a change in consumer behavior?
comScore released a new [...]
Contextual ads are closer to display ads that to search ads. Forrester Research decided
to break down status quo and removed contextual ads from the search bucket.
Here is the reason, why they did it:
I would add one other reason.
Role of contextual ad is to back up the search process. Provide more information about a product or [...]
