Thursday, July 06, 2006

Honk! Honk! What's Good For The Goose....

Online marketers are constantly under the gun to show a return of investment. How many visitors/unique visitors did this online contest generate? How many sales did that search engine marketing campaign create? And the list goes on...

Now these are all valid questions as accountability and evaluation of ROI is critical for any business to operate efficiently. But it appears to me that there is a double standard.

Traditional media (newspaper, billboards, television, etc.) cannot provide the same accurate metrics as online. Nielsen ratings and GRP forms of analysis exist but are not an exact science according to colleagues who deal with them on a regular basis.

Yet companies still continue to pour more money in traditional marketing mediums. Don't get me wrong, they can be viable but how effective are they really from an ROI perspective?

Google Analytics, Omniture and other online metrics programs provide detailed information as to how many people clicked on this banner ad or that email link to your website. A full page newspaper ad? Good luck with that unless you insert a vanity url or 1-888 number. Even then it's not completely accurate of how many people viewed that ad as not everyone will call or click.

Offline marketing should be subject to the same scrutiny as online marketing. Yes I'm biased but what's good for the goose is good for the gander, no?


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