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BizReport : Research archives : July 03, 2007

How to improve campaign productivity

If your online campaign isn't performing as well as hoped it could be because of errors made before the campaign began. The majority of marketers aren't following the best practices set up to help online advertisers meet the needs of the consumer according to a recent study from the Association of National Advertisers (ANA) and this is hurting campaign productivity from the outset.

by Kristina Knight

The study found that 60% of respondents had no cross-functional involvement between different members of their marketing and finance teams. Only less than 30% said, there was full cooperation between the two divisions.

How can marketers overcome these dismal figures? By creating an accountability platform for the different divisions to adhere to.

"Marketers who work to build robust accountability processes and programs by starting with these best practices will be able to overcome the many issues they face within their companies and create a true culture of accountability within the marketing organization, " said Gordon Wade, Founder, EMM Group, and task force consultant.

First, the business should figure the expectations for each campaign prior to the launch. Once those expectations have been set, managers can move into the second phase: determining how to best track the ad campaign once the launch has past. This will also help to build the brand equity. The proper metrics will also help to track marketing expenses.

Tags: advertising metrics, campaign measurement

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