A recent article in eMarketer reports that a number of brands do not engage in multichannel advertising. More than half of U.S. media buyers said that the percentage of their clients that were running traditional and online integrated campaigns was less than 25%. I find this surprising given the growing importance of online. One reason reported is that the audience of online is lower than that of traditional television. However, difficulties with integrating and measuring a multichannel approach also explains why brands are not merging online advertising with their traditional advertising.
For example, 38% of U.S. ad agencies reported in Q3 2011 that merging traditional and digital advertising into one campaign was a challenge. A McKinsey study suggests that the incompatibility and confusing nature of online metrics might be the cause of this. In a survey of marketing executives worldwide, the top cited digital-related concerns were metric related; 31% cited ability to generate and leverage customer insights as a challenge and 22% said that managing brand health is harder when social media plays a role. In addition, 31% of marketing executives worldwide said that not being able to quantify financial impact was a challenge for online metrics, 24% said it is difficult to understand what these metrics measure, and 23% said they are not comparable to traditional metrics.
These findings have implications for both companies who want more brands to move online and for companies and/or individuals who can provide services to help make sense of online metrics.
http://www.emarketer.com/Article.aspx?R=1008719
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