According to eMarketer.com there are two areas that marketers must consider when evaluating there advertising.
- How successfully and efficiently did I reach my intended target consumer?
- Did my advertising campaign influence the consumer’s attitudes, perceptions or behaviors associated with the brand?
After conducting extensive research eMarketer.com CEO Geoff Ramsey came up with five approaches which will help any company move forward in online brand measurement in his book Online Brand Measurement: Connecting the Dots.
1. The first critical step for marketers when developing any measurement programs must be to identify their brand’s top marketing objectives.
2. Keep in mind that there is no single measurement system that does it all, nor will there be a silver bullet in the future.
3. A hybrid of traditional and digital approaches will be necessary, which will require a dramatic reinvention of measurement as we know it.
4. The Internet must be rolled up within existing media mix models. There is a clarion call for the traditional metrics of reach, frequency and GRPs to be integrated with the Web—but this will only be the starting point, not the end game.
5. Connecting all the dots requires collaboration. Key industry stakeholders will need to work closely together to create seamless databases that talk to each other. One top priority: continuously refining attribution models that assign mathematical weights to the various digital footprints captured along the consumer buying cycle.