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Tracking: A Double Edged Sword

posted by Harry Gold @ Tuesday, June 26, 2007 - 10:44 AM
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The good thing about online is you can measure everything. The bad thing about online is you can measure everything.

When your campaign's performing, you can tell right away and share the great news with your client. When your campaign isn't performing, however, it can be a really hard, especially when you're the one who has to report it. Of course, if you're lucky enough to work on a campaign that has no tracking of meaningful actions and you're simply reporting on impressions and clicks, you don't have to worry about this.

Read more at http://www.clickz.com/showPage.html?page=3626245

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Accessing the Critical Moment

posted by Harry Gold @ Tuesday, June 12, 2007 - 3:43 PM
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In traditional online media buying, planners and buyers are typically only able to utilize two targeting options to reach their audiences in any significant numbers: the "who" (demographics) and the "where" (designated marketing areas, or DMAs). That kind of media planning creates an incredible amount of waste.

Sure, they may reach a lot of people, and most of them might even be in the right demographic group or geographic location. But so many advertisers are communicating with literally millions of people just to reach those precious few who actually need or desire their products. With many media campaigns, the strategy is to build a brand and create desire, but if you aren't selling products that can be consumed by anyone at anytime, offline mass media can be very wasteful.

Read more at http://www.clickz.com/showPage.html?page=3626105

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