According to a comScore research “advertisers and media planners ought to break their addiction to clicks and instead look to more meaningful metrics for evaluating campaign performance”.
It is a proven fact that we spend a lot more time online browsing than actively looking to buy something. And while it is fantastic to be on the path of those ready to buy, we can’t ignore those that we can influence.
The other day, I was just about to do some research on training for my sales team when I remembered an advertisement I had seen months ago. The ad was funny and stuck with me. It doesn’t mean that I will buy their program without researching the competition, but they sure found a way to make me consider them as an option – and I’m now actively looking for a solution.
So, the question becomes… how many offline and even online prospects come to you when the need arises because they remembered your ad?
They probably won’t tell you that and that is why the click itself is not an accurate measurement.
Advertising should fit with a well-balanced persistent marketing program comprising tactile lead qualification campaigns and longer term awareness development campaigns.
Keep in mind ad recall and brand development! Advertising is essential and well-designed ads will go a long way in extending the results of your campaign. This is why in time of crises you shouldn’t stop advertising.
Which companies will come to mind when market conditions improve?
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