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Friday, 10th July 2009, 12:50:00
Effectiveness of online advertising 'is easily measurable'
Using online advertising strategies makes it easier for marketers to gauge the effectiveness of a campaign, according to an expert in the sector.
Eva Berg-Winters, senior manager and new media specialist at PricewaterhouseCoopers, said its accountability cannot be matched by other advertising channels.
"With search spend you can see how many clicks you have received and how many people are coming through your website or even buying your products, so you can prove the success of this type of advertising," she said.
The recession has led many companies to require greater measurability from their marketers so they can see how effectively their money is being spent, Ms Berg-Winters commented.
She added that online advertising makes it much easier for businesses to "draw a line" between the amount spent on advertisements and the sales brought in.
Recent figures from eMarketer forecast that online ad spend will increase by 0.9 per cent this year, but that online ad spend will account for 20 per cent of marketing budgets in the UK.
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Categories: | Online Marketing / Search |
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