Source: http://seedandsprout.com

Why previous targeting methods are harder to measure

Back in the day, if your family had a TV, it was your priority for the night. Families gathered after long working days and watched news, comedy talk shows or mysteries with their kids – and still didn’t budge even when the commercials came on. Every bit of television was fascinating, magical and captivating – it was the ultimate “social media”.

Nowadays, things have changed. As Augustine Fou of ClickZ Experts says in his article The Grand Digital Canyon – Have You Crossed it Yet?, “…the circulation of a magazine does not tell you whether any readers turned to a particular page and looked at your ad, let alone remember it and take action”. Of course, there are an estimated number of “eyes” that could come across your ad, but it’s hard to know if those “eyes” told the “brain” to do something about it – call, search for online, buy or suggest to a friend.

Traditional methods of calculating reach are not obsolete – but in the age of iPads (tablets), Androids (smartphones) and Twitter (social media) there’s a lot to be said for companies who make the digital leap.

Even more examples come from recent successes like Groupon, where tens of thousands of users paid for ‘half-off’ dining Groupons – in essence, committing dollars before they even get to the restaurant. Once they’ve committed dollars, they are likely to go to the restaurant for a meal. Compare this ‘digital’ tactic to the local advertising that restaurants used to do in yellow pages or newspapers. – Fou

Source: http://www.appscout.com

As Fou concludes, would you rather spend marketing dollars on avenues that show the potential of your reach, or avenues that “are more measurable and effective and provide metrics that relate to customers actually taking actions”?

What you can do:

Discuss your options for digital marketing and advertising – For a free estimate and discussion on how digital target marketing can help your firm succeed, contact JoAnne Redwood at 949-888-9911.

Source: ClickZ Experts, Augustine Fou, The Grand Digital Canyon – Have You Crossed it Yet?, November 11, 2010