28 λόγοι για Online διαφήμιση

Διαβάστε τον κατάλογο με 28 λόγους και τις μετρήσεις αποτελεσματικότητας για καθένα, για τους οποίους διαφημιζόμενοι θα πρέπει να κάνουν online διαφήμιση. 

 

 

Reason	Metrics
1. Increase Brand Awareness	- pre/post (or exposed vs. unexposed brand awareness tracking)
2. Generate Trial	- increase target audience - track first-time buyers
3.Increase usage of brand	- track frequency of purchase - field usage study
4. Up-Sell Customer to Premium product or Service	- track purchase behavior over time
5. Encourage customer to buy more per purchase occasion	- track amount purchased per purchase occasion
6. Improve customer's attitudes/image of the brand	- track customers perceptions or attitudes about brand over time, including purchase consideration and intent
7. Cross sell other brand from the same company	- track customer's purchase behavior of specific brands - measure the effects of co-marketing promotion
8. Co-market with non-company brands	- track customer's purchase behavior of specific brands - measure effects of co-marketing promotions
9. Increase repeat purchase	- track number of customer's making repeat purchase
10. Encourage brand loyalty/increase customer's involvement with brand	- repeat purchase - share equirements - track customer's perceptions or attitudes about brand vs. competitive brands - track purchase ntent of your brand vs. competitive brands
11. Provide in-depth information about the brand and/or product demonstration	- clicks - length of visit - e-mail inquiries and/or requests for additional information - 800# calls
12. Develop database of customers and prospects/collect sales leads	- number of sales leads collected online - quality of sales leads
13. Provide/improve customer service	- track number of visits online versus offilne inquiries - track customer satisfaction over time - track costs of customer service online vs. offline
14. Reduce obsolete/excess via promotions	- track sales of obsolete/excess invetory - compare selling costs vs. offline alternatives
15. Reduce costs of marketing	- compare online marketing costs and effectiveness to traditional marketing costs
16. Test diffrent copy concepts	- purchase intent - pre/post (or exposed vs. unexposed) brand awareness - pre/post (or exposed vs. unexposed) attitude
17. Test different pricing models	- purchase intent and/or sales volume - conjoint analysis
18. Test different promotions	- incremental sales and profits - purchase intent
19. Test different product/service offerings	- purchase intent - attitude and usage - conjoint analysis
20. Field survey research	- compare costs, response rates and timing of results for online v.s offline research
21. Generate online revenues	- revenues - roi - customer satisfaction
22. Reach target audience missed by other media	- increase audience reach - increase HH penetration - increase in sales
23. Optimize media efficiency	- compare cpm's of different media plans
24. Track consumer interests and trends	- successful promotions, ad campaigns, new products launches
25. Retain most valuable customers	- repeat rate - profit per lifetime customer - customer satisafaction
26. Drive traffic to marketer's web site	- click throughs - number of visits - length of visits
27. Drive traffic to retail location	- increase in-store traffic - source of awareness
28. Recruit employees	- reduce recruiting expense - successful hires

Ο παραπάνω κατάλογος προέρχεται από τον IAB στις ΗΠΑ.