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Growth of Online Advertising; Ineffective Results?
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About the Author
Kevin Gold (78 Posts)
Kevin Gold is Director of Internet Marketing at iNET Interactive, a social media company operating prominent online communities for technology professionals and technology enthusiasts. Kevin is a frequent contributing author to multiple publications including Search Marketing Standard, Practical eCommerce, DIRECT, Entrepreneur.com, ConversionChronicles.com, About.com, and On Target (Yahoo! Search Marketing newsletter).
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Great post, very informative. Advertisers like online video advertising for the multiple-senses reach, and obviously, because they are viewed by willing captive audiences. But you make a very good point; performance measurement is often difficult, especially if your video is hosted on several different video sharing sites. Advertisers need to set up a system to specifically monitor fluctuations in revenue that are attributed to video campaigns versus others. That’s the best way to measure your results.
Re above post. I tried to quote: “Likewise, paid search is probably higher for many companies because they are so focused on click-through rates and not equally focused on improving conversion rates.”
Online advertising is an easy and quick approach among pupils to bring out their popularity, nice post to be appreciable…
“Value Chain”
Love that.
Have I had my head in the sand? Is that a commonly used term? Something just coming into vogue? Kevin’s own term?
Because I spend a lot of time trying to educate clients on the importance of metrics and what I will call from now on the “value chain”.
That somehow, someway, you have to not only be valuating traffic via metrics, but that you have to be constantly reevaluating those metrtcs, if you will. From early indicators to money in the bank.
My client education could be going a lot better
-T
Hi Tom,
Thanks for the comment. The term “value chain” is actually common to marketing.
I am though almost completed and about to publish a paper-back book called “Blah to Bling: A Proven Online Marketing Approach to Increase Website Sales Through Improving the Customer Experience.” In it I use the term “customer experience value chain.” It defines a customer’s experience with a business from when the customer first becomes aware of the business through their lifetime relationship with the business. How well the business adds value to each step of the customer’s experience chain helps increase sales and sustains a long-term relationship.
In my opinion, businesses have to take a holistic (or comprehensive) approach to advertising and website conversion from a customer-centric perspective. The quality of the advertising absolutely affects the effectiveness of the website in converting visitors. Big businesses with large marketing teams know this – smaller businesses with limited resources are just wanting to get traffic (quality unknown) which affects their conversion.
Thanks again Tom!
Kevin