The Greatest Danger in Marketing: Metrics

Confused Street Sign by Richard Masoner / Cyclelicious, on FlickrWithout marketing metrics, marketers cannot manage investments or show the value of marketing. However, without careful selection of metrics, diligent analysis and a clear overarching vision, those same metrics can become the biggest barrier to successful long-term marketing programs.

Short term metrics are easily gamed, and it often happens unintentionally. Here are a few common metrics for B2B marketers and ways some businesses influence the metric without driving long-term results. [Read more…]

Is Anyone Left to Click Your Ad?

Cat and Mouse

Who is Clicking Your Ad?

In 2007, 68% percent of internet users did not click banner ads in a given month. In 2009, that number increased to 84%, and only 8% of internet users represented 85% of all clicks. These results are from ComScore research.

Now Collective Media released new research showing 99% of internet users do not click ads. If your marketing plan is dependent on a click, your audience is getting smaller. A lot smaller.

Two things are particularly notable about this trend for marketers. [Read more…]