Online advertising has value
April 4, 2008 at 2:16 pm Arun Krishnan Leave a comment
As this blog has mentioned in this past, in these tough economic times, media departments and marketers have to remain focused on metrics beyond impressions and click-throughs towards those that demonstrate a higher ROI. For branding campaigns, this could mean engagement. For click campaigns, this would mean Cost/click and through conversion mechanisms Cost/Lead.
And for lead generation campaigns, the metric would be cost/lead. As this article explains, CPL campaigns can easily help demonstrate that online advertising has value. To this I say ditto.
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