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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. Ελπίζω να το βρείτε χρήσιμο!
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