Late last year, I made some predictions for online marketing in 2014. If you missed that post, you can read it here. Given the clear shift toward inbound marketing methods, I considered how trends in SEO, social media, and content marketing were likely to impact businesses over the coming year. As we’re around the mid-way point(…)
The six myths of digital marketing measurement, How you measure digital activity radically affects the strategy and effectiveness of what you do. Leonie Gates-Summer, client director, Millward Brown explains how myths about digital measurement can distort brand strategy.
There is a phrase: “What gets measured gets done”. It’s true in many areas of marketing but in digital the scope for measurement is vast with literally millions of potential data points for every campaign.
The challenge is that with so much potential for measurement, there’s also much more scope to get it wrong. Brands that are wrestling with what and how to link digital measurement to their key KPIs haven’t been helped by the myths that surround this area.
We have identified six myths, all of which can send measurement strategies off track, potentially undermining a brand’s whole digital strategy or at the very least the execution of it.
Myth #1: TV and online video follow the same rules
One of the most common myths is the assumption that online video will follow the same rules as TV, and therefore that a TV ad can just be placed online and will perform in the same way. This ignores the fact that the online environment is very different from TV. The consumer’s frame of mind is goal-oriented and, with a lot more clutter fighting for their attention, their expectations of online content are different.
A strong TV ad will not necessarily make a strong online ad. Brands need to measure both an ad’s creative strength as well as its suitability for the formats and placements in which it will be delivered online.
Myth #2: Just having a presence online is enough to drive brand impact
The digital bandwagon is easy to jump on. However, just having an online presence – be that website, YouTube channel, fan page or advertising presence – does not automatically deliver brand impact.
If you are aiming for 1m Facebook fans – do you know why? What will you do with them once you have them, and do you know how they feel about your brand?
Having clear objectives and putting in place the right measurement to evaluate success is vital to deliver significant return on your digital investments.
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