What Are We Measuring?

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By: Kaitlin T. Gallucci

Marketers are continuing to immerse themselves in new media opportunities, from social media and search engine marketing to display ads and mobile marketing. But ask them why, and they’re still not so sure. A recent poll from the Association of National Advertisers revealed that, while usage of online marketing tactics has increased since 2009, marketers are not convinced that these methods are effective.

In regard to most online media (with the exception of social and mobile), marketers expressed more skepticism than they did two years ago. For instance, only 30% responded that they found display ads effective, down from 32% in 2009. Still, it seems to be hard to say “no” to new media. As Andrew McMains of Adweek writes, “to some degree the usage findings reflect peer pressure or keeping up with the Joneses.”

Bob Liodice, President and CEO of the Association of National Advertisers, believes that developing proper methods of measurement is key to finding value. Now that NYU researched the ROI of social media and a Harvard student found the tie between online customer reviews and revenue, certainly we can find a way to determine tangible significance for other new marketing channels.

To continue investing in something without seeing or believing its value is unproductive and counterintuitive. Media will never stop evolving, online or otherwise. At this point, we need a basis of measurement to help understand results and keep moving forward.