Digital marketing continues to incur an enormous amount of growth. The quickening proliferation of new digital channels, compelling web sites, and countless new opportunities makes it difficult for marketers to keep pace, and even more challenging for them to reach and engage their audience. Large brands and direct response marketers are constantly seeking the right mix of channels, sites, and interesting creative to engage their audience as effectively as possible. Yet when a digital advertising campaign is successful, they can only credit one of the many touchpoints their audience experienced.
Typically, between 93 and 95 percent of audience engagements with online advertising receive no credit at all when advertisers review the ROI on their campaigns. While the digital universe has been getting bigger, marketers have been forced to view it through a very limited lens. And the limited view constrains marketers’ vision, creativity, and success.
The reason for this misalignment is that the industry has been using a method of return on investment (ROI) measurement that narrowly attributes 100 percent credit for advertising effectiveness to the last ad clicked or viewed prior to a customer conversion. The “last ad” model forces marketers to pay attention to a small set of data, and ignore key information required to properly calculate the ROI for each site and channel. This goes against conventional marketing wisdom, and therefore stands in the way of adoption, creativity, and the innovative evolution of digital advertising by marketers who are seeking better results.
This thought paper demonstrates how Engagement Mapping technology reveals the entire conversion funnel enabling digital marketers to make more effective, more relevant decisions.
Download the complete thought paper to learn how Engagement Mapping might reveal new insights into your digital marketing campaigns and help improve your ROI.
