2008

Good Words. And Great Names. Green Lipstick and the Environmental Pig. How it Feels to Live in a 650-year-old Wooden Home. The Key to a More Productive Workflow. Marketing that Makes a Sustainable Difference. New Year’s Resolutions for Your Marketing and Branding Efforts. Sweet Successes.

2007

2007. The Perfect Time for a Road Trip Alcoa CSI “Uncorks” a New DVD to Introduce its Unique Wine Seal. Cook for the Cure 2006: Record-Setting Sauces Cook for the Cure—Spoil Your Dinner! Green What? Integrate, Segregate, Reformulate? Measuring the Effectiveness of PR: Thinking Beyond the “Thud Factor” Miller Brooks Builds with Habitat for Humanity. Online Media Measurement See What’s New at Miller Brooks! The Shock of the New. What is a Brand Touchpoint? What We’re Reading: Made To Stick Word of Mouth Marketing

2006

Brand Washing. Branding in the Blogosphere. Cook for the Cure: A Souper Time Cook for the Cure Invite How Does Your Brand Speak to Multiple B2B Audiences? June Blitz: Largest in Habitat History Making the Most of Your Online Advertising New Look, Easy New Access. New Year's Resolutions for Your Marketing and Branding Efforts. Peter Drucker: Thoughts on Business from "the Man Who Invented Management." Trade Shows. Afterthought or Forethought? Why Marketing Matters

2005

Are Employees Speaking Your Brand Language? Conducting a Brand Audit: An Energizing Experience. How to Justify Your B2B Budget. How to Watch TV for Your Brand. You Can Learn a Lot. Less is More: Refining Your Brand's Print Materials. Patience. Is it the Missing Ingredient in Marketing Innovative New Products? Personal Accountability in Branding. Taking a Cue from Reality TV: Is It Time to Pimp Your Brand? The Sound of Branding. Triangulation: Three Views into Your Brand. Value Proposition. Positioning Statement. Are They Really Different? What's an Elevator Pitch?

2004

Are You Over-Hyping your Brand? Brand Understanding: Developing a Great Positioning Statement. Brand Warfare: 10 Rules For Building The Killer Brand. Good News/Bad News: Your Brand Made Headlines. How to Recover from Bad Press. Marketing B2B, Products vs. Services: Is There a Difference? Media Management: The Value It Brings to a Brand. Measuring Marketing ROI: Holy Grail or Myth? Mosaic Branding: A Way of Thought? The Right Media To Drive Your Brand. The Value Of Market Research For B2B Brands. Trade Show PR: Remain True to the Brand. Writing a Marketing Plan: Taking the Hassle Out and Putting the Value In.

2003

Brainstorming: How To Get The Most From Your Ideation Sessions. Brand Crisis? What Crisis? Brand Messaging: Why You Need It, And How To Develop It. How Do Customers Touch Your Brand? Understanding What's Important Can Make All the Difference. How To Get Your Brand Into Show Business. Is Your Brand a Product, Organization, Person, or Symbol? Keeping Your Brand Look and Message Consistent. Project Management: Working Behind The Scenes To Synchronize Your Brand. Putting The Web To Work For Your Brand. The Art Of Innovation: What Every Brand Can Learn From Inspired Product Design. When Do You Need Another Brand? Who Cares About Paper?

2002

A Brand's Functional Benefits vs. Emotional Benefits. An Electronic Brochure? What Is It and When Is It Needed? Collaborative Branding: When Agencies and Other Suppliers Work Together, Brands are the Big Winners. Creating A Direct Response Campaign? Think Like a Fisherman. Expand Your Brand: How to Make Your Brand Speak to Media and Analysts. How Long Should It Take to Produce a Brochure, a Website, an Ad? The Purpose Of A Corporate Brochure. The Softer Side Of Branding: Understanding the Nuances of Brand Personalities. What Color Is Your Brand? What's The Personality Of Your Brand? Try This Simple Brand Association Exercise. What Is The Value Of Your Brand? When Does A Brand Need A Logo?

2001

All Aboard: How to Get a Greater Return from Your Direct Mail. Brands, Channels, and Customers. Building Your Brand in a Tough Economy? Give Your Brand A Spring Cleaning. Is Your Brand Ready for the Internet? Get a Clue from the Cluetrain. It's A Brand New Day. Branding with Strategic Public Awareness. Justify Your Marketing Budget. Lights, Camera, Action! Tips for Launching Your Brand on TV. Photography: To Stock or Not to Stock? Is This Really a Question? SIC vs. NAICS: Understanding the Difference. What Business Are You In? What's an Elevator Pitch? Wolverine: Building A Brand That Works.

2000

Bingo Cards: Are They Dead? Creating a Harmonious e-Brand. e-Branding: How To Embrace It. e-branding: Sometimes Simpler Is Better. How to Strengthen Your Lead Management Process. Maintaining Your Brand's Image. Making Taglines Work. Managing Visual Assets In A Digital World. Mapping Your Web Site. Messaging: The Foundation for Good Communication. Miller Brooks: Growing with the Changing Times. Naming: Will It Play Around the World? Project Management: Necessary Evil or Strategic Advantage? Top 10 Steps to Taking a Brand Overseas. Why Every Brand Needs a Brand Architecture.

Online Media Measurement. 2007 Qtr 4

Online Media Measurement

Online Media Measurement

Online advertising, e-media, interactive media, new media, non-traditional media…these words conjure up many similarities. One of them is the ability to measure your media and calculate ROI. Truth be told, many online advertisers are still not measuring their online media and those who are, may not be doing as effective a job as they could be doing.

Analyzing clicks from various websites where you advertise is good, as it helps you to focus on which sites are generating more traffic. Analyzing costs-per-click (CPC) is even better as it allows you to know how cost effective certain sites are and helps you direct allocation of media budget. Calculating conversion rates and cost-per-lead (CPL) are even better, as it gets to what you actually want to measure, not just traffic to your website.

Let’s test your knowledge with a simple scenario. This example is meant to be overly simplified for demonstration purposes only.

ABC Company wants to get people to purchase a $3,000 widget. ABC Company runs a one-week online ad campaign, directing people to a special page on their website. They receive the following results, where X and O are two different people:

Sun Mon Tue Wed Thu Fri Sat
X X O O X X O
O O X O X O X
X O X X X
O

One person buys a widget.

  1. How many total visits did ABC Company receive to their web page over the one-week time period?
  2. How many total daily unique visits did they receive over the one-week time period?
  3. What was their total number of unique visitors over the one-week time period?
  4. What is the accurate conversion rate:
    1. 5%
    2. 8.3%
    3. 50%
    4. 75%
Answers:
  1. 20 total visits over the 1-week time period (count all the X’s and O’s).
  2. 12 daily unique visits over the 1-week time period (Count the X’s and O’s for each day...if a person came to the site more than once a day, it only counts as 1 unique person).
  3. 2 unique visitors over the 1-week time period.
  4. 50% (Conversion rates are based on the number of unique visitors: 1 person purchased the widget/2 unique visitors X 100 = 50% conversion rate. If you had calculated this based off of 20 visits —assuming that each visit was a unique visitor — your conversion rate would have been 5%, and your perception would have been that the campaign was not as effective.)

If this example had given ad costs, we could calculate cost-per-click (CPC) and cost-per-lead (CPL). This information could be used to compare advertising on different sites and ultimately optimize an online media campaign’s ROI.

Conclusion: Only counting clicks doesn’t give you an accurate look at the real results. Conversion rate, CPC/CPL and ROI are media metrics that should be considered in media measurement.

When setting up an online media campaign, it is necessary to know the goal. Branding campaigns are going to look different from promotional campaigns which are going to look different from search engine marketing campaigns. These different types of campaigns may be measured differently too. Other issues to consider are time spent viewing and/or interacting with the ad. With rich media, you may not necessarily want a person to click on the ad, but rather roll over certain parts of it to get additional information, watch video, etc.

Online media can be complex, as it is constantly evolving and changing the way people disseminate and receive information. Knowing the basics and measuring what is important (based on campaign goals) is the thread that connects all marketers. This is an exciting time for online media!

Back to top