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?
An eMarketer article identifies 5 key points to move forward brand measurement online:
1. The first critical step for marketing executives in developing brand measurement programs is to correctly define their top marketing objectives.
2. Bear in mind that there is no unique measurement system that achieves everything...
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).
"Users of the microblogging network do not represent real-world consumers ."
Although the network has now reached 230 million users, experts are warning that they are not a fair sample of the population to which companies want to target their advertising messages.
"Twitter is a place for people addicted to their digital devices, who are terribly worried about missing out on the latest tweet by Edward Snowden and are faithful believers that the world is interested in reading all of their publications.