The Measure of a Marketing Campaign?
Now that an ad on Yahoo costs as much as ABC's "Lost," it's clear that online advertising ranks in the big leagues. While some of this may come as a relief and a few told-you-so's among marketers, it doesn't solve the age-old problem of measurement. In fact, it makes the task more challenging. So, let's say your rich media ad just hit the big time – the Yahoo front page. How do you measure its effectiveness? Knowing that click-throughs don't mean much in the digital world, can we really use them to declare a la Borat, "Great success?" And then there's the whole issue of getting press on the blogosphere. Sure, you've got four or five blogs talking about you, but who's reading those blogs? Are they really influential or just some solitary blogger slogging away out there (I KNOW how you feel, sloggers!). So, how do you measure influentials?
It's all fairly convoluted right now. The problem is that the price tag is mounting as marketers still try to figure out whether it's all worth the effort. The situation that can't remain for very long. There's just too many dollars – and marketing jobs – at stake.
