Marketing News
Internet marketing measurement 'focusing on the customer journey'
Monday, 1 September 2008A growing number of organisations dealing with internet marketing are measuring the effectiveness of their campaigns by looking at the "customer journey" rather than simply online sales.
This is according to experts speaking to Marketing Week, who indicated that a number of marketers now believe that the "last click counts" rule is slowly falling out of favour as businesses seek to obtain a more holistic view of how their strategies impact on customer decisions.
Veerle De Lombaerde, vice-president of European network operations AdConion, explained: "There tends to be a disproportionate attribution to search and also to the last ad viewed.
"That is dangerous because it ignores all the other previous exposures."
Amy Lennox of Trinity Communications added that it may be useful to follow customers on their journey towards a sale to see how they are influenced by online ads and the kinds of decisions they choose to make, although marketers should not discount the power of offline campaigns when it comes to online behaviour.
Writing for VentureBeat, Russell Buckley of AdMob recently claimed that improvements in web analytics and measurement have helped to boost the mobile advertising industry.