Article: " Is the Click Still King?" eMarketer (May 7, 2010)
http://www.emarketer.com/Article.aspx?R=1007679
Online marketing has been touted for its measurability, a quality that should make it easy for marketers to determine its effectiveness and value for the money. Despite the recognition that the click-through does not measure the full effectiveness of an online ad, many marketers continue to rely on this simple, easy to measure metric. This article can be discussed in Lamb, Hair, and McDaniel's Marketing 11e page 566 and page 271 in MKTG4.
Questions:
1. What might be some other measures to determine the effectiveness of an online campaign?
2. What other forms of promotion may be relatively easy to measure in terms of effectiveness?
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