Effective Digital Branding Measurement Requires a Mix of Metrics

©IDG Communications, Inc. Photo contributed by Matthew Mikaelian.

eMarketer 

New digital-specific metrics mix with longstanding offline and direct-response measurements to determine campaign success

As companies invest a greater portion of their branding dollars in digital advertising, marketers are facing increased pressure to prove digital’s branding effectiveness both as a single channel and in concert with a broader, multichannel campaign. Many have quickly discovered that measuring a digital campaign’s success is no easy task.

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