As we are well and truly in the age of Digital and Social Media Marketing which of course includes many sub Digital Marketing channels such as …
- Video Marketing
- Email Marketing
- Article Marketing
… and more; which in many cases has been seen to leave behind the use of that which was deemed to be the more traditional forms of marketing such as Radio, Television, Yellow Pages, Newspapers, Flyers, Billboards and Magazines.
Take the case of when a company invests a significant amount of money in getting an ad posted on a billboard on say one of the main roads in a particular city. hundreds of even thousands of cars may drive past that ad within any given day and from that quantity of individuals the company is betting that there will be some people interested in the products and/or services behind marketed. The message of the billboard may prompt some people to call a phone number, send in an email or maybe visit a nearby store and make a direct purchase. Of the purchases made locally one can never really determine if those purchases were made due to the presence of billboard ad therefore providing the company with data on the campaigns effectiveness.
Considering the above scenario you; the reader may apply the same logic to all of the [previously] traditional forms of advertising and marketing and ask yourself whether or not the company can ever really get a true value on measuring the effectiveness of the campaign.