Have you ever wondered why other marketers, such as yourself, don’t spend enough money online? Well, according to my own research into the topic, here’s the answer:
· Measurement: They do not feel there is sufficient data to track from exposure to interaction to sales.
· Mistrust: They do not feel confidence that their message will actually be shown in the proper place and they do not trust the data that is reported. There is an old proverb adopted by marketers in the late 1990’s; You will never see a bad Dynamic Logic study (though I am here to say that this is not true… I have personally seen a poor Dynamic Logic study for a campaign that I ran and no-one could understand why it sucked so poorly).
· Fear: There is consistently the fear that your online campaign will under-perform in comparison to TV and no-one gets fired for buying too much TV, however they do get fired for buying too much online.
Just some ideas to think about.
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