Bit by bit, marketers have warmed to online media for branding. Many have proven their success using the pre-internet metrics, while others applying traditional units like GRPs to measure the media itself. So, is it time to kick online response metrics to the curb? Not so fast. Disavowing “response metrics” assumes a dichotomy that leads to bad decisions. If one brand metric can help explain another, then measuring shifts in online behavior surely can add additional depth to a picture that always wants more clarity.
Hear from Ken Mallon, (former) Senior Vice President, Custom Solutions & Ad Effectiveness Consulting, Dynamic Logic & Kyle Johnson, Manager, Director, Media Products, Compete as they discuss branding vs. direct response on our YouTube channel.
Kristen Renda serves as Marketing Manager for Compete. Since joining the company in 2008, she has been fully immersed in all aspects of Compete’s marketing programs; developing and executing both online and offline campaigns. Most notably, she plans and manages all company events including the annual Digital CMO Summit.