By Vipin Mayar
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Extra resources for Digital Impact: The Two Secrets to Online Marketing Success
2). That means as a marketer you have to work harder to reach an ever smaller consumer audience that is often watching different things, on different devices, at different times, and even for different reasons. 2 Share of time spent with major media, 2008–2010 Consumers of all demographics split their media time, such as by simultaneously watching television or listening to the radio while browsing online. We all know that younger generations take this to a higher level. Have you ever watched a teenager IM her friend while simultaneously browsing online, updating her Facebook page, playing a mobile game, and chewing gum?
It has quantity (number of individuals) and quality (have performed a desired interaction, which in turn suggests a degree of intention on the part of the consumer). 2. Click-Through Rates Still Have Their Uses CTR is the most common metric used by online advertisers and in fact is the way most digital campaigns are measured. We believe it should be used—but only as a diagnostic metric, as a somewhat crude and incomplete measure of consumer interest. CTR is calculated by dividing the number of users who clicked on an ad or a link by the number of times the ad or link was delivered (that is, impressions).
But that sum is just a bite of the enchilada. Although advertising—placing advertisements on media properties—represents a $170 billion outlay, other marketing expenditures dwarf that figure. In fact, ad media dollars comprise less than one-quarter of total marketing expenditures in the United States. In most organizations, the so-called below-the-line spending, which typically includes trade and consumer sales promotion, events marketing, public relations, and a variety of other nonmedia expenditures, represents the lion’s share of spending.