Multichannel Marketing: PPC vs TV, and PPC vs Radio
Following up on our last post, we’ll now apply the multichannel lens to our client’s pay-per-click (PPC) program across two offline channels: TV and Radio. Again, the purpose of this exercise was to convey the growing need for measuring marketing activities from a holistic, or multichannel, approach, especially considering the increasing use of mixed offline/online [...]
Multichannel Marketing: Analyzing the Impact of PPC & Display on One Another
As indicated in my last post, we analyzed four “conversations” between our client and their customers across several offline and online channels, notably: display ads; television; radio; and organic PR. We applied a multichannel “lens” by looking at these channels via pay-per-click (PPC) conversions. The purpose of our project was to further prove that no [...]
Analyzing the Impact of Multichannel Marketing: A Case Study Told in Four Conversations
Check out this hypothetical marketing conversation with your customer: They hear about your service through a radio ad, or read about you in a local newspaper. They conduct an internal discovery meeting and then go online to further research your service via a search engine or direct-to-site entry. Finally after careful research and consideration (and [...]
Display advertising lifts sales offline by 9% – beating TV
Just stumbled upon yet another great article from MediaPost that articulates what every marketer (including ourselves) suspects, reads about, but is having a hard time measuring. Consumers who have been exposed to display ads are influenced in their purchasing decisions by display ads. comScore along with Dunnhumby USA collected data from safeway/kroger/ralphs-type cards from consumers [...]
Metric Madness – Dangerous Thinking?
Al Ries’ recent May 4 article in Advertising Age titled “Metric Madness” is, to put it lightly, dangerous thinking. I do not disagree with the idea of running a marketing program, let alone a company or brand, by numbers alone. That is dangerous thinking also. But to run it solely on intuition, or to even [...]
