Business to business advertisers which objectively measure the return on their investment in online marketing, believe it is more effective than traditional marketing.
According to a report from AMR International, among B2B advertisers who measure the return on their advertising investment, 64% say the Internet is the media which has given them better performance (ROI). Only 32% that do not measure the ROI, expresses the same opinion.
Marketing Managers are applying financial engineering methods to optimize their portfolio of marketing campaigns.
The growing concern from Marketing Managers about return on advertising is making them look more and more like financial managers.
Many millions are spent on advertising (in Central America about $ 1.8 billion per year), usually in a mix of different types of media and to apply expense optimization methods of portfolio investments, will lead to better rates of return on investments.
Online video and display advertising are effective at driving significant uplift in site visitation and advertiser search queries, even in the face of minimal clicks on ads.
Fox Networks and comScore, a leader in measuring the digital world, unveiled the findings of a U.K. study:
-Video and display advertising both successfully increased brand engagement in each of the four campaigns analysed.
Advertising online is not an option anymore but a necessity, and requires stricter planning than traditional advertising.
Every cent spent in an advertising budget must be carefully planned. These are though times, with fierce competition in all fields. Preparing successful advertising campaigns requires a lot of work, and actions in several fronts. A balanced online marketing plan is much more than just spending some dollars on Google’s Adwords.
When digital advertising fails, do not blame the medium without analyzing if the design of the ad is in line with it.
Phillip W. Sawyer writes in an article in Advertising Age that the effectiveness of an online campaign can be seriously hampered by mistakes made by designers who do not know the specific requirements of digital communication.
Sawyer lists 7 key mistakes when designing online advertising, identified after extensive research.
A great concern for marketing chiefs is how to measure the return on investment of online advertising, especially brand impact.
When reviewing result data of online advertising, one must separate its two basic components:
• Was the target market successfully and effectively reached?
• Did the campaign influence consumer attitudes, perceptions and behaviors in relation to the brand?
The first to go will be traditional marketing specialists, who speak only of the brand, buy non- measurable advertising and organize events that do not generate prospects.
These jobs only survived in good times, because the money was plentiful and it seemed not to matter that it was spent unnecessarily.
But these challenging times have created a demand for accountability.