The journal article explains that there are five considerations that will need to be thought of when choosing what form of online media is best to use. With such a variety of online media that can be used today, it is important that using the most effective for what it is you need it for, is vital in the success of that campaign.
The considerations include:
- The cost of the particular option
- Ensure you target the correct geographic location and it reaches the specific areas you want it too
- Keeping flexibility with that online media option and getting tied into long-term contracts
- Whether you have to report yourself or whether it is reported for you and also ensure the right depth of reporting is used (e.g. not just CTR and clicks but tracking what the viewer did on the specific page).
- Analysing the report to evaluate the success and/or the failure, the positives, the negatives and seeing what could be done differently next time.
From an amateur digital marketers perspective, I would agree that all five of these things need to be considered. However, I feel the most important, for the pure basis of being able to improve from previous experiences, is the analysing part. The analysis of a marketing campaign is one of the most important stages of the campaign. Here it is a chance to see what has worked for the business, what didn't work and this will then set things up for the next campaign. The learning process, especially for a novice at this form of marketing, will give them so much information and knowledge about what option works in what ways.
Source: ABA Bank Marketing Journal by Tara Hershberger. Date: 01/10/2012 Volume 44, Issue 8, Page 34/35.
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