Communicating the Digital Landscape: A marketer’s guide to digital advertising has been getting quite a bit of traction in the Twitterverse recently. For those outside of the ReTweeting fan club, the report is an outcome-oriented exploration into digital advertising—what it is, its role in your marketing mix, audience targeting, banner ads, and more. It also discusses measuring those results; whether you’re a small business owner, professional marketer or agency representative, this 15-page report provides a chapter-by-chapter explanation of things likely associated with your campaign.
As a social media numbers geek, I wanted to also draw your attention to another report that expounds upon online metrics and how to apply them: The Digital Challenge: Being greater with data. While this report was published a few months back, I believe the metrics and methodology discussed may be more relevant than ever.
You can check out the full report here, though I would like to highlight some key ideas for the reader-on-the-move:
- Campaign efficacy is the intersection between online post campaign evaluation – impressions and clicks – and traditional media planning –audience reach and frequency.
- Gross Rating Point is still an applicable tool for measuring reach and frequency figures.
- Total Dwell Score can be used to gauge the quality of your interaction with an audience and, in turn, the value digital media adds to your brand.
- Digital advertising is crucial to an integrated campaign, with an ever-increasing presence in the purchase funnel.
Charlotte Wright, Head of Strategy, MEC Global Solutions noted, “ The challenge is getting that vertical measurement up to par across all channels before we can fully integrate it. And that’s the problem—the way that Print media or TV is measured is just not up to the standard of measurement that we can get through digital channels.” Cheesy as it is to repeat, I really think this challenge is a great opportunity for fine-tuning your measurement framework and discovering a whole new host of options in the process.
For more research and case studies, check out http://advertising.microsoft.com/smb-research.