It’s hard to be a marketer today with so many new, exciting technologies to pick from, each one casting itself as the holy grail of campaign performance. Video, widgets, search advertising, social apps, in-game ads, virtual worlds, expanding banners, behavioral targeting, location based mobile ads, digital out of home advertising, even radio via Google!
I can’t tell if it’s a media planner’s dream or nightmare, but a fair share of us probably feel more confused than enlightened.
What I am pretty sure about, however, is that they all have some merit, but none of them is a one-size-fits all solution. What’s good for branding might not be a recipe for lead generation success. Choice of format, targeting, message and measurement all need to align with campaign goals.
In a recent report from Forrester research called“Getting more out of online ads” advertisers are encouraged to take a more holistic approach to planning and executing online advertising programs.To paraphrase, they recommend advertisers to:
- first determine their business goals
- then identify desired customer action and how they can entice this action
- and finally how to track and measure actual customers’ actions vis-à-vis the campaign goals
Pretty common sense when put this way, isn’t it?
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