Few companies achieve success when it comes to measuring marketing’s return on investment. This is due to multiple factors beginning with deciding what’s important and how to measure it.
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The lines between print and online advertising no longer exist. The Internet has matured and digital networks have become more sophisticated.
Today, digital display advertising effectiveness is measured mostly with ad server based metrics, as if site traffic is a direct indicator of advertising effectiveness. However, click through rates, page views, and time spent on page provide little in the way of measuring advertising effectiveness as it relates to purchasing behavior.
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The largest line item and most visible part of your Aviation Marketing program is advertising. Yet there is considerable confusion in understanding advertising’s impact and measuring its accountability.
Pick up any business publication and chances are there will be an article about the death of outbound marketing, namely, advertising. Much of the angst associated with aviation advertising is based on measuring the effectiveness of advertising and the best way to build those data chains.
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Life After Advertising 2.0 