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Trade Publication Article
Three keys to a new kind of measurement
2007
Overview
A question on what measurements should be used for online marketing campaign is answered. The measurements traditionally used for online marketing -- clicks and views -- are not really that relevant. Marketers should focus on placement, messaging and benchmarking. Because of the long consideration and greater cash investment in a b-to-b sale, your messaging will need to deliver multiple persuasion points with each successive viewing. Most consumer campaigns concentrate on the top-most and bottom-most points on the funnel, and push one value proposition or brand truth over and over.
Publisher
Crain Communications, Incorporated
Subject
