Because online media is so trackable by its very nature, advertisers have come to expect detailed, precise campaign reports from their digital agencies. Online advertising allows for real-time tracking of impressions, clicks and conversions. However, this granular level of visibility can actually serve to distort the measurement of digital media's impact, to the exclusion of all other contributing factors. This lack of proper attribution, often referred to as the "last-click" model, has become a major issue. Without knowing to a greater degree of certainty the role various online and offline factors play in leading to a conversion, marketers cannot make the most intelligent media buying decisions. Further, failure to take advantage of the synergistic effects among media vehicles means lessened effectiveness and lower longer-term ROI.
Tag: digital agencies
Are personal brands of individuals within agencies supplanting the brands of the agencies themselves?Which is more famous on the web? Alex Bogusky or CP+B? Steve Rubel and David Armano or Edelmen? Tony Hsieh or Zappos? I'm not sure that there's a definitive answer to this; it certainly depends on your perspective. But, no matter what the answer is, there is clearly a tension here. It's a fascinating conundrum because as more companies encourage a more open and porous presence, encouraging their employees to tweet and blog on their own profiles, a natural competition will emerge.