By Nadine Leber
Most marketing campaigns aim to increase sales. However, tracking the impact on sales for every marketing channel, and across channels, has been a bit like the search for the Holy Grail. Traditional measurement methods, geared towards analyzing the impact of each individual marketing tool, often distort the cumulative impact of the entire program.
Recent studies have shown that marketers spend more money on TV advertising but online campaigns get the better return on investment. As a result we will see budgets shifting towards digital marketing campaigns in 2013. The Internet Advertising Bureau (IAB) Online Video study, conducted by Nielsen, states that marketing dollars are being re-allocated from TV to online video to expand a campaign’s range, and benefiting from a lower cost.
With the use of multiple screens on the rise and people Tweeting, Face booking or doing online searches while watching TV, the interdependency of the marketing channels is more evident than ever.
For example, watching a TV spot can prompt the consumer to go to the company´s homepage and find out more details about the product. The consumer could be inspired to Google “coffee“, click on an Adwords campaign or browse through the organic search results. Consumers also like to watch new – entertaining – ads on YouTube, and share them via Twitter and Facebook.