With the increase of QR codes, SMS and other interactive calls-to-action we’re seeing increased expectations put on traditional media to perform to digital media standards. Not only are traditional budgets shifting more to digital, but those remaining dollars are starting to be measured in digital terms. Moreover, within the digital space itself, we’re seeing an increase in marketing message execution that integrates multiple digital channels like email, social, search and display. So, we’re seeing marketing execution follow the trend of when and how people interact online – and brands are expected to comply with these trends. As marketing execution tactics are changing, we need to consider how our success metrics need to be changed.
A few examples:
-Email and social media integration: Brands have begun to include social connection hooks into email communication in order to give prospective and existing customers the option to interact with the brand how and when they want. Check out the full article on eMarketer speaking to the lift in email program performance when integrated with social media – http://www.emarketer.com/Article.aspx?R=1008043
- What does this mean in terms of measurement? We’re starting to see brands expanding upon the standard open rate, CTR and sales metrics to include click throughs to social properties like Facebook, Twitter and company blogs as key engagement level metrics.
-Display adds pulling in live Twitter feed: With Google’s Display network we can create display ads on the fly that incorporate a live Twitter feed from the brand.
- What does this mean in terms of measurement? This, along with many other forms of more interactive display ad units, are changing the online display space radically in terms of success metrics. So much so, that our desired call-to-action may be included within the ad itself without ever having to click through to another website. The call-to-action, and therefore, the success metric, for the Twitter feed display units is most likely going to be increased Twitter followers instead of the standard click through, lead or sale.
-Search results via universal search pull in relevant social news, videos and location based information.
- What does this mean in terms of measurement? This means that we no longer care only about how visible our websites are to search engines. We care about how visible all of our content forms are via the search engines, including video, social news, geo-specific content, etc.
In sum, it’s not just traditional advertising that is being held to different standards, it’s digital media’s evolving tactics and success metrics that are as well. How are you changing your marketing campaigns and success metrics to be more cross digital channel driven?