Back to The Future Want to Waste Ad Dollars? Count Clicks

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A recent White Paper summarized in this post The Myth about Clicks brought on a severe case of déjà vu. I believe we had this same conversation in the’90s.

Advertisers looking for consumers to make a purchase, visit their stores or other real world business objectives continue to waste advertising dollars when relying solely on clicks…

Research found a few different issues that lead to the scary conclusion that we’re wasting money on ads if we just count clicks

  1. Page Visits – Visitors who come to sites through any other method besides ads view twice as many pages.
  2. Fat Fingers – Unintentional clicks are increasing as more and more of us use smart phones
  3. Dropped Clicks are Increasing (due to network issues) 25.9% for desktops and up to 57.4% for smartphones.

All of this basically, says, as more and more we search, watch videos, read articles and basically use our smart phones instead of our computers, the less we can rely on standard measures of CTR (Click through rate) and CPC (Cost per click).

So what do we do now? I’ve shared some articles recently here and here and here about relying less on pure data and bringing the marketing back into marketing. This means viewing advertising holistically, the way we have traditionally measured advertising (radio, TV, outdoor, print). It’s not all about the output metrics (clicks), more attention should be paid to input metrics (impressions/frequency) and hard results – page views, page clicks and ultimately dollars spent.

There is a role for online advertising. It should be a big part of any ad campaign, simply for the reason that we more and more go online to listen to radio, watch TV and read articles. It’s how we measure its effectiveness that needs to change.

headshot newMARYANNE CONLIN IS AN CPG TRAINED MARKETER AND AN AWARD-WINNING DIGITAL EXPERT. SHE SPECIALIZES IN HELPING GROWING BRANDS DEVELOP STRATEGIC  MARKETING PLANS AND EXECUTE THEM EFFECTIVELY. 

CONTACT HER AT REDROPESDIGITAL.COM

FOLLOW HER  ON TWITTER @maryanneconlin

 

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5 Tips for Travel Industry Brands

It’s seems like infographics, though trendy will remain in the digital marketer’s toolkit for the foreseeable future. I’ve made several for clients using Canva – time consuming, but a great way to provide information in visual form.

Here’s one that I really like that covers the basics of where to invest in digital this year. It’s similar to a post I did for LinkedIn last week – Digital Checklist for Real Life Brands. I was actually thinking about a hospitality industry client I have when I wrote it!

 

Travel Marketing Budgets 2016 #InfographicYou can also find more infographics at Visualistan

Big brands already have a team and a strategy in place to implement these key strategies but, small and medium size organizations, especially those not specifically in the digital world will find both this infographic and my post good starting points for developing a plan.

Thanks to MGA advertising for this infographic. Nice job.

headshot newMARYANNE CONLIN IS AN CPG TRAINED MARKETER AND AN AWARD-WINNING DIGITAL EXPERT. SHE SPECIALIZES IN HELPING GROWING BRANDS DEVELOP STRATEGIC  MARKETING PLANS AND EXECUTE THEM EFFECTIVELY. 

CONTACT HER AT REDROPESDIGITAL.COM

FOLLOW HER  ON TWITTER @maryanneconlin