What is the best marketing?
  • The one that works.
  • The one where your target market and consumers 
   get the message on their preferred modality.
  • The one that is remembered.
  • The one that sparks buzz.
  • The one that creates action or awareness.
  • The one that is measurable.
  • Today, I am focusing more on online advertising as a 
   part of an integrated brand comm. strategy.
          IBP Measurement
   • Be transparent.
   • Be accountable.
   • Advertising is an INVESTMENT not an expense.
   • Measure and benchmark and tweak and measure 
    again. This quest for perfection doesn’t stop/
   • Don’t go on your feeling here.
   • Go on results.
   • Make your communication objectives (stemming from 
    the brand marketing objectives) clear and measurable.
      Research Shows ROI
  • Benchmark data 
  • Helps set realistic goals
  • Accountability
  • Measuring the whole campaign (broadcast, 
   digital, events, PR, guerilla marketing, etc.)
  • No one size fits all measurement 
  • Use different methods for different problems
  • Examples from my research
       Media Measurements
  • Nielsen (let’s check out TV and web ratings)
  • Does each piece of the campaign work 
   together to reach the communication goals 
   set at the start of the campaign?
  • Check out the big picture.
  • Don’t miss the forest through the trees.
  • An ad can test well, but perform horribly.
  • Why?
      Measuring New Media
  • New media has stronger ROI than old media.
  • More advertisers are shifting online.
  • The more supply, the lower the price.
  • Traditional media better start shifting if they 
   haven’t yet.
  • Online marketing is getting better daily.
  • Google’s campaign insights.