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
- Page Visits – Visitors who come to sites through any other method besides ads view twice as many pages.
- Fat Fingers – Unintentional clicks are increasing as more and more of us use smart phones
- 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.
MARYANNE 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