August 30, 2010
Found this report by Siddharth Rao of Webchutney on TalkingTails. Very interesting to note that the largest advertisers in the offline world are only testing waters online right now – and the real online spend hasn’t really started. Most people are (still!) confused about what advertising online means and how it impacts their business – perhaps because the trickle effects of a banner AD are very small – when you conduct a TV/Print campaign people come into the stores and talk about it,, and the sales show a substantial positive impact of the campaign and the information about this goes up the organization hierarchy.
The same doesn’t happen in case of banner ads, and impact on revenues of a single ad/campaign is quite small and most marketing managers are unable to estimate how its affecting footfalls into its brick and mortar stores.
I believe a more effective means of tracking customers trickling into stores after an online campaign would definitely make a positive difference. Hopefully, with the advent and ubiquitous spreading of mobile phones, we’ll start seeing a difference in the Outlook Reports of 2011 and 2012!
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