The old saying in advertising “half of all my advertising is wasted. I just don’t know which half!” is typical of ‘old media’ and is a quote attributed to a number of famous people including Henry Ford, Rance Crain, John Wanamaker and others.
In the past, asking about impressions, performance, results and measurement of your campaign was usually given the standard ‘rate card’ response with statistics, prepared by an independent research company. The problem, traditional media was incapable of giving accurate feedback about YOU and YOUR promotion.
One of the best things about new media sites available today is the fact that you can measure everything.
Add Google Analytics to your website and you can get detailed information about the number of hits to your site, visitors, time on site bounce rates and conversions. The best part is it’s free.
Set-up an ad with Facebook and you can view click through rates and get dynamic real time information about how your promotion is performing.
It doesn’t matter if the story is good or bad; you are in control and can make informed decisions about your promotion based on real time statistics.
So before you hand over your next advertising dollar make your ability to measure the real time results of your promotion a priority.
