A digital revolution is now taking place. Money that was once being invested in traditional ad campaigns is now being funneled into online interactive advertising campaigns. As the field of interactive advertising grows, marketers are looking for more ways to measure the impact of their investments. Online branding through interactive advertising provides high-value brand engagements. As such, interactive advertising provides far more measurement possibilities than just clicks and conversions. These new metrics have more immediacy than traditional brand measurement methods. Here is a list of the top ten high-value interactions that can be measured and reported. It is particularly useful to share these metrics with your clients, who are undoubtedly anxious to see the ROI and value of their interactive advertising investments. 1.Newsletter and email opt-in Although this metric is often overlooked, it is extremely valuable. Any online marketer will tell you that their email list is a gift that keeps on giving. A big email list can become one of the most valuable online marketing tools. 2.Downloads of materials Share materials like white papers, flyers, coupons, or anything else you want your prospects to see. Typically, websites will require visitors to fill out a form in order to access free materials. However, you can get rid of the form and let visitors download the materials freely and then measure the results. 3.Video views Promoting your business online with multimedia is highly effective. Make ads, short sales presentations, branded short films, educational content, and much more using video. Measure the number of views your videos get. 4.Phone calls Although phone calls are not necessarily conversions, you can more than double your ROI by tracking the sources of your incoming calls. Marketers typically do not measure phone calls. They tend to focus on metrics that take place online. However, you can publish phone numbers on your website and landing pages by source and apply incoming calls to the ROI of your online campaign. 5.Social and viral sharing Make your ads and content social media-friendly by adding chiclets to encourage viewers to share your content with others. By using social and viral sharing to your advantage, you can turn one click into several impressions and a lot of traffic for your site. If even just a fraction of the traffic you get at your site engages in social and viral sharing, you will receive huge rewards for your efforts. 6.Social connections Social connections on websites like Twitter and Facebook can contribute greatly to your online success. In fact, some metrics have even put the value of one Facebook friend or Twitter follower from $2 to $10. Encourage people to become your friends and followers on social media and then measure the benefits they bring you. 7.Return visits Measuring return visits is important because return visits tend to be more valuable than first-time visits. Although any visits to your website are considered a good thing, return visits are better because they show that the visitor has a high level of interest in your site. Furthermore, conversions typically happen long after the first visit. Measure return visits to determine what percentage of your website visitors come back. 8.Page views per visit Create engaging landing pages that take your visitors through a messaging sequence. The goal of having prospects go through your sequence is to build your brand and increase sales conversions. Optimize the pages that lead visitors through the sequence and measure the results of your campaign. Measure the number of times that your high value product pages are viewed. 9.Comments, opinions, and testimonials Comments, opinions, and testimonials from your customers are not only high value brand engagements, they also serve as valuable content that you can use on your site to speed your search engine optimization efforts. For example, you can run a poll to ask your customers about their opinions and tastes or actively seek testimonials. You can also ask your customers for a story, a picture of them with your product, or a product review that you can display on your marketing materials, on or offline. Ask your customers to add the content to your site and measure the results. You will be surprised at how many customers are willing to answer your call to action and participate. User generated content can be a very powerful tool in your interactive advertising campaign. 10.Clicks to bricks Measure the factors that drive your customers into your clients’, resellers’, and reps’ stores. Actions like searching for a store location and doing a search for reps is a clear indicator that the customer is likely to make a purchase in the near future. Measure these actions to determine the level of direct sales escalation. There are many more indicators of success that could be measured in your interactive advertising campaign. This is just the tip of the iceberg. Measuring these factors will get you off to a good start, however, so you can tweak your methods and build a more successful interactive advertising campaign.
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