The number one issue for the Association of National Advertisers? “The efficiency and effectiveness of marketing in generating growth and building brand equity,” ANA SVP Barbara Bacci Mirque told The NYT’s Stuart Elliott. A survey for the ANA turned up only 19 percent of respondents who were satisfied with their abilities in the area of advertising accountability while 73 percent lacked confidence in their understanding of the effects a campaign can have on sales.
This has all kinds of implications for online – in some respects, internet advertising and marketing can be tracked much more closely than other in media. Put an ad in a newspaper and you’ll never know how many people really read it. Put it online on a site with the right metric tools and you’ll have a much clearer sense; add in click-throughs and other forms of following marketing or advertising to sales and, if it’s done right, you’ll have more than a clue. But online metrics are far from mature — and RSS, podcasts and other forms aren’t anywhere close to metric standards.
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