Measuring Advertising Effectiveness

Integrating online and offline marketing lets a business zero in on prospective sales targets.

Targeted marketing is getting the best return on the marketing spend across a range of activities and media.

Developing and managing an integrated digital and direct marketing campaign drives a healthy return on investment.

The campaign is co-ordinated and tailored to the brand, customers and business objectives.

Digital marketing is more than just a web site - it's a toolkit with solutions for applying to specific needs at specific times.

A successful business has a selection of online assets available, like:

• Web sites and email marketing
• Social media and blogs
• Web 2.0 interactive web sites and communities
• Mobile phone marketing
• Search Engine Optimisation (SEO) and Search Engine Marketing (SEM)
• Display advertising, viral marketing and webinars

Good digital marketing reinforces a brand and complements offline and direct marketing, like seminars, leaflet drops or print advertising.

Direct marketing is more targeted and personalised than other forms of marketing with platforms like leaflets and flyers, Yellow Pages, newspapers and magazines, cold calling, events, seminars and conferences, television and radio, mailers, product demos, billboards and posters.

Targeted marketing is about identifying your customers and putting your message in front of them online or offline.