More Than Just Clicks: Where is the Social ROI?

Hola Todos!

A friend forwarded me this link yesterday from TechCrunch highlighting comments from the TechCrunch Disrupt NY conference. At the event, senior advertising managers from Google, Facebook, and Twitter discussed/argued the value of digital advertising. Surprisingly, the panel spent more time discussing the value of a click than anything else.  Not surprisingly, the three firms stated that their brand advertisers are most concerned with the reach, frequency and results of their ad campaigns.

As my students will surely attest, I have an ROI mentality and discussing how much a “click” is worth is mostly uninteresting.  Of the three panelist, only Facebook mentioned  they have “been doing quite a bit of research in an attempt to tie online ads to offline purchases.”  In the article, Facebook said they are working with “Nielsen and DataLogix” which means they are really working with our friends at Catalina Marketing, which is the only firm that can link online behavior to offline purchases.

Something to read today…

Best

Dr. Dan-o

 

 

Why Waste Your $3.8 Million on a 30 Second Super Bowl Ad?

Hola Todos!

I have an ROI mentality when it comes to spending marketing dollars.  The idea of spending $3.8 million dollars on a TV ad, when it will be very difficult to determine what I will get in return for the money – – strikes me funny.  If I can’t track it, perhaps it is not worth the investment?  At the very least, we should consider a few alternatives.

What I like about the this Super Bowl article is it at least entertains the idea that one could get a lot more bang for the buck, as well as, trackable return by spending your $3.8 million via other means such as at least 8 days of homepage ad units on YouTube for up to $500,000 a day.
 For businesses that do not sell directly to the end user, perhaps the digital route is not all that much better but for any business that can directly convert online, I’d recommend spending your marketing dollars where they are easier to track.

Something to think about today.

Best regards,

Dr. Dan-o

 

 

Daniel M. Ladik, Ph.D.,

 

Associate Professor of Marketing

Stillman School of Business

Seton Hall University