I have sat in many meetings with people (even researchers who normally would run a survey to prove this) who say that “people browse instore and buy online”. A digital marketing manager for a furniture retailer asked me to look for proof of the reverse. We looked at two approaches; a research based one and …
Day: February 14, 2024
How to measure brand activity in a performance marketing world
Brand and performance marketers can argue around the houses of attributed sales vs uplifts in sales. Let’s consider why! People used to shop in the high street, and see a range of shops. Brand marketing would then increase the chances of you buying that product rather than another. Great example, Coke or Nike! Those brands …
How to measure offline marketing channels
Before the days of the internet many companies favoured direct marketing activity due to its ability to track performance. The types of channels we consider are: Direct Mail, Door drops, Press Ads & Inserts (with offer codes) For these channels, you typically had some sort of “reach” metric – i.e. how many you sent, and …
How to measure Out of Home within your marketing mix?
I have noticed a rise in promoting Out Of Home (OOH) advertising, which largely refer to billboards, however could include other activities driven by promotional teams. The trouble as a marketer is “how do we measure such activity?” There are three things to consider when looking at measurement: How many people that engage with the …
