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The six myths of digital marketing measurement

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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Source: www.marketingmagazine.co.uk

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The Marketing Destination Has Changed As Ad Clicks Pointing Outside Of Facebook Are On The Rise

The online marketing space is always in flux, and the last two years have seen a significant investment by brands to drive engagement inside many properties, including Facebook and YouTube. This influx of advertising money contributes significantly to the bottom line of these websites, especially Facebook, but marketing spends have a habit of moving around. Recent research from the Jun Group suggests the trend is moving away from engagement inside social networks and back towards brand owned digital properties.

The key findings of the research show that between them, Facebook and YouTube “accounted for a combined 69% of all actions taken after brand campaigns in 2012″, but the corresponding figure for the end of 2013 has seen that engagement drop to 30%. That engagement has to go somewhere and the percentage of brand messages pointing back to the brand’s own property has risen from 28% to 61% in the same period.

Mark Zuckerberg’s social network has been actively pushing brands and marketers to see Facebook as a ‘paid for’ channel during 2014, so this change is not happening in a vacuum.

Part of this can be put down to the maturing nature of social networks. Now the gold rush is over and brands are established players, marketing switches away from gathering likes and followers to directing these users back out of the social network maze towards the home pages and splash landing pages of the brands.

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Source: www.forbes.com

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