Loading ...Although we consider ourselves on board and moving with the digital age, there are some areas that are taking longer to evolve. One such area is the transition of traditional media metrics online. Most marketers realize the need to integrate online, but struggle with the actual process.
In many cases, traditional media forms such as television are the easiest option for marketers and advertisers, even if it’s not the best choice. Some may argue that the proper measurement tools are not available, but Erin Hunter of comScore says they do exist. comScore even has a media planning suite for marketers and advertisers that goes beyond traditional measures.
One significant problem with choosing that “easy” form of media is the consumers that could be missed. Many consumers are now fully reliant on the Web. If marketers and advertisers aren’t taking this into consideration, a large part of their demographic is probably being neglected.
What challenges have you encountered in your online efforts? Have you discovered that you were missing out on consumers before you integrated online?
Look, it’s Dana Todd at 1:40
With 17 pence in every pound, spent online, it’s no surprise that business’ are spending more online than offline. The lead aquisition costs are much lower and it’s easier to track. Print advertising relies too heavily on keycodes and reader response offers.
I believe it depends on two major factors.
1. What product or service you are selling to what market and
2. What size market you are looking for.
If you are selling a more generic product or service that pretty much anyone can use then online spending will return more per cent than media advertising.
media ads are becoming more and more ‘local’ and more specific. The expense is higher so the return dollar for dollar has to be higher to warrant the cost.
With 17 pence in every pound, spent online, it’s no surprise that business’ are spending more online than offline. The lead aquisition costs are much lower and it’s easier to track. Print advertising relies too heavily on keycodes and reader response offers.
If you are selling a more generic product or service that pretty much anyone can use then online spending will return more per cent than media advertising.
media ads are becoming more and more ‘local’ and more specific. The expense is higher so the return dollar for dollar has to be higher to warrant the cost.