Coming from the iMedia Brand Summit, a few GREAT quotes that are very much in line with the theme of my blog:
If Not The Click, Then What?
“A click means nothing. A click earns no revenue and creates no brand equity. Your online advertising has some goal –and it’s surely not to generate clicks. You want people to visit your website, seek more information, purchase a product, become a lead, keep your brand top of mind, learn something new, feel differently, etc. Regardless of whether they clicked an ad or not, the key is to determine how that ad unit influenced a consumer to think, feel, or do something they wouldn’t have done otherwise.
”John Lowell, SVP Director, Research & Analytics, Starcom
"By measuring the last ad seen or clicked by a converter, they focus entirely on a brief time span at the bottom of the funnel. Evaluating only a single point of advertising contact oversimplifies the delivery and performance of any media channel"
Microsoft’s Atlas Institute
Ad-exposed non-clickers account for the vast majority of Internet users = 85% of all online users.
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