Home  › Marketing › Strategies

The Importance of Cross-Media Measurement

  |  June 12, 2002   |  Comments

Cross-media measurement begets cross-media education. That's good news for traditional marketers who need to justify their online buys.

The needs of traditional advertisers are driving the evolution of online advertising. That's a good thing. Blue-chip marketers' experience makes the industry smarter and more focused on delivering quantifiable results against specific objectives.

Above all, traditional advertisers' influence creates (in some cases, reinforces) a very important shift in the attitudes of publishers and agencies. Instead of positioning the Web as an alternative to offline media spending, the Web is being sold as a valuable and effective complement to broadcast and print advertising.

Finally, the industry is making some sense. Instead of griping over the fact enormous budgets are spent on TV and trying to siphon some of those dollars into the Web, the most successful agencies and publishers are now trying help advertisers understand how they can extend their reach and effectiveness by using the Web as part of an integrated campaign.

Understanding how the Web fits into cross-media campaigns isn't only an industry priority -- it's important for brand managers who want to reach their customers online. Here's why:

  • Validation. There are still plenty of Internet skeptics inside most large companies. For traditional marketers, spending money on the Web is still viewed as going out on a limb. That's why it's important to have data showing money was well spent compared to other budget alternatives.

  • Synergy. Is reaching target consumers with the same message across different media a force multiplier? If it is, allocating advertising dollars across multiple media makes sense. Measuring this synergy is an important part of understanding the value of the Web in the media mix.

  • Efficiency. When advertisers measure their cross-media investments using consistent criteria, they can determine which aspects work most efficiently. In some cases, as in the publicly released Dove campaign, reallocating some of a TV budget to increase reach and frequency on the Web was a more efficient way to meet branding objectives. Optimizing across media offers great money-saving opportunities.

  • Specificity. Is Web advertising best when reinforcing a TV message? Should the Web be used to target customers who have expressed an interest in the brand? How about building sponsorships and fulfilling promotions? The optimal role of the Web in an integrated campaign will be different for every brand. Only by measuring integrated campaigns will advertisers be able to develop strategies that play each medium to its strength.

Most marketers are waking up to the fact their target is online. They must make an effort to reach their audience there. Helping them understand how to leverage the Web in a way that complements their other marketing investments is the key to our future success.

ClickZ Live Chicago Join the Industry's Leading eCommerce & Direct Marketing Experts in Chicago
ClickZ Live Chicago (Nov 3-6) will deliver over 50 sessions across 4 days and 10 individual tracks, including Data-Driven Marketing, Social, Mobile, Display, Search and Email. Check out the full agenda and register by Friday, Oct 3 to take advantage of Early Bird Rates!

ABOUT THE AUTHOR

Jeffrey Graham

Jeffrey Graham is vice president of client development at Dynamic Logic, a company he joined in January of 2001. Dynamic Logic specializes in measuring the branding effectiveness of online marketing. Jeffrey has served as research director at two online advertising agencies, Blue Marble and NOVO, and has worked with clients such as General Motors, Procter & Gamble, and Continental Airlines. He has taught Internet Research at New York University and has a Masters degree in the subject.

COMMENTSCommenting policy

comments powered by Disqus

Get the ClickZ Marketing newsletter delivered to you. Subscribe today!

COMMENTS

UPCOMING EVENTS

Featured White Papers

IBM: Social Analytics - The Science Behind Social Media Marketing

IBM Social Analytics: The Science Behind Social Media Marketing
80% of internet users say they prefer to connect with brands via Facebook. 65% of social media users say they use it to learn more about brands, products and services. Learn about how to find more about customers' attitudes, preferences and buying habits from what they say on social media channels.

An Introduction to Marketing Attribution: Selecting the Right Model for Search, Display & Social Advertising

An Introduction to Marketing Attribution: Selecting the Right Model for Search, Display & Social Advertising
If you're considering implementing a marketing attribution model to measure and optimize your programs, this paper is a great introduction. It also includes real-life tips from marketers who have successfully implemented attribution in their organizations.

WEBINARS

Jobs

    • Internet Marketing Campaign Manager
      Internet Marketing Campaign Manager (Straight North, LLC) - Downers GroveWe are looking for a talented Internet Marketing Campaign Manager...
    • Internet Marketing Specialist
      Internet Marketing Specialist (InteractRV) - DallasInternet Marketing Specialist InteractRV - Anywhere Telecommute, USA SEM | SEO | Content Creator...
    • Tier 1 Support Specialist
      Tier 1 Support Specialist (Agora Inc.) - BaltimoreThis position requires a highly motivated and multifaceted individual to contribute to and be...