* Your assessment is very important for improving the workof artificial intelligence, which forms the content of this project
Download Document
Affiliate marketing wikipedia , lookup
Neuromarketing wikipedia , lookup
Marketing plan wikipedia , lookup
Marketing communications wikipedia , lookup
Guerrilla marketing wikipedia , lookup
Multicultural marketing wikipedia , lookup
Green marketing wikipedia , lookup
Brand ambassador wikipedia , lookup
Brand equity wikipedia , lookup
Ambush marketing wikipedia , lookup
Integrated marketing communications wikipedia , lookup
Direct marketing wikipedia , lookup
Youth marketing wikipedia , lookup
Emotional branding wikipedia , lookup
Street marketing wikipedia , lookup
Advertising campaign wikipedia , lookup
Viral marketing wikipedia , lookup
Customer engagement wikipedia , lookup
Digital marketing wikipedia , lookup
Audience measurement wikipedia , lookup
Marketing mix modeling wikipedia , lookup
Global marketing wikipedia , lookup
THE DEATH OF THE CLICK THROUGH RATE ! JUNE 2009 – PIERRIC DUTHOIT Istanbul, 2009 1 CPM, CPA, CPC, CTR … Is that measurement ? • Internet gives a lot of tools to measure campaign efficiency • But is that real efficiency ? • The Efficiency formula can be written as follows: – Eff= Brand value x[ROI(CTR,CPC,CPA,CPM)] • The Efficiency is measured in the P&L !!! Istanbul, 2009 2 ROI, engagement, interaction • Digital media = Measurement • BUT other marketing metrics are more important than CTR (*) – ROI – Engagement – Interaction (*)See Eyeblaster and TNS survey of 400 marketing executives Istanbul, 2009 3 How to measure display advertising efficiency ? • Some ways to measure the real efficiency of the display of the brand messages: – Measure the search activities associated with the brand – Measure the visitation to the advertiser’s site – Measure the e-commerce and retail spending activities. Istanbul, 2009 4 Key learning • Internet statistics should be included in the global Marketing KPIs • Internet advertising is no longer only a response vehicle but also a branding vehicle • Branding still matters ! Istanbul, 2009 5