Marketers must assess their answers to a variety of metrics-related questions to determine the effectiveness of their message and the context in which it's delivered to achieve their business goals.
While dead tree media continues to die, the granddaddies of digital media, like AOL and Yahoo, are reinventing themselves to meet the challenges posed by the expanded reach and use of social media. At a number of Internet Week events, specifically The Future of Media and IAB's Innovation Days, high-profile media executives such as Tim Armstrong of AOL, Arianna Huffington of The Huffington Post, and Robert Bowman of MLB.com discussed how they're integrating traditional journalism and social media.
3 Marketing Hurdles Digital Media Must Overcome
Digital media executives must understand that marketers have three challenges to getting their message out and breaking through the ever-increasing digital noise. They are:
25 Digital Media-Related Questions Marketers Need to Answer
To this end, marketers must assess their answers to a variety of metrics-related questions to determine the effectiveness of their message and the context in which it's delivered to achieve their business goals. Among the salient questions to consider are:
While there are many digital advertising metrics marketers can track, measuring performance in a dynamic media environment can be extremely challenging. The key is to keep in mind your business goals and choose the metrics that yield the best results for your business.
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Heidi Cohen is the President of Riverside Marketing Strategies, an interactive marketing consultancy. She has over 20 years' experience helping clients increase profitability by developing innovative marketing programs to acquire and retain customers based on solid analytics. Clients include New York Times Digital, AccuWeather.com, CheapTickets, and the UJA. Additionally, Riverside Marketing Strategies has worked with numerous other online content/media companies and e-tailers.
Prior to starting Riverside Marketing Strategies, Heidi held a number of senior-level marketing positions at The Economist, the Bookspan/Doubleday Direct division of Bertelsmann, and Citibank.
Heidi is also a popular speaker on current industry topics.
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