Campaigns more effectively measured online

Online platforms offer the best ways for marketing professionals to measure their campaigns, an expert has said.

According to Jack Wallington, programmes manager at the Internet Advertising Bureau, the very nature of online marketing means that it is easy to measure and to adapt.

He pointed out that this quality is essential in today’s climate within which firms must make sure their marketing campaigns are successful and of high quality if they are to have any chance to staying on top.

“Once a display campaign is running that isn’t the end of the story - for the next couple of weeks you can, within minutes, adapt your campaign,” Mr Wallington said. “If you are doing a display campaign, you can adapt it while it’s live.”

According to a report by Jupiter Research, campaigns targeted based on website user click stream data generate conversion rates that outperform broadcast campaigns that are not targeted by nearly four to one.