We all know online marketing provides the ability to track and provide detailed statistics about how effective your digital marketing is. The misnomer is what the definition of effective is. Many people perceive click-thru’s as the ultimate ROI gage, but the real effectiveness is in the impressions and engagement numbers.
According to the IAB (Interactive Audit Bureau of Canada), the average B2B website delivers a 0.1% click thru rate; which means for every 10,000 impressions you can expect 10 click thru’s. Furthermore, 85% of all display advertising clicks are driven by only 1/3 of the total online population. The reality is, click thru’s are not a reliable source of measuring your online marketing success.
Not yet convinced? Check out comScore, a well known independent organization measuring the digital world. Their research shows:
92% of Search-to-purchase conversion occurred offline
Clickers are predominantly younger (25 – 44) with lower income (under $40K)
By only measuring direct online effects (click thru’s) your ROI is understated by a factor of 6x.
So if click thru’s are a misleading metric and don’t reflect the overall brand-building power of online advertising. What is? Impressions and Engagement. Online marketing is no different that print, TV, radio, outdoor or any other medium.
The marketer with the total overall impressions (eye-balls) will win the battle for engagement (time spent interacting with your brand) and thus win the real war for revenue.
Don’t believe me? Check out this article from eMarketingandCommerce.com that summarizes another independent research study from Forrester Consulting; 50 Percent of Internet Users Perform Searches in Response to Online Ads.
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