October 18, 2006 • 3:39 pm
Offlate, been reading lot of posts and articles on measuring online traffic, especially related to web 2.0. The latest one comes from BusinessWeek: Web Numbers: What’s Real?. Mentions are being made about complexities due to AJAX, RSS and Search Engine Referrals.
However, the key question is how does Web 2.0 reflect on the KPIs being reported till date. Is there a change? What impact does RSS have on repeat visits? Do you still need page views as KPI?
I think we need to go back and ask the basic questions: Why do you need to measure? What will you do with the numbers? And then bring the pieces together.
An advertiser would need to ask pointed questions – past experience which can tell you if there was change in Brand Recall/Top of Mind Awareness OR were the sales impacted? Just clickthroughs will not mean much. The Business Goal Metrics will be more important then Site Efficiency Metrics.
With Web 2.0 one thing is sure, measurement will no longer be online or offline – the dividing line will become thinner. Time has come for an integrated dashboard. For a Branding site, the measurement will no longer hinge only on online specific measurements (page views, repeat visits, time spent, etc). It will also include traditional measures like increase in recall, top of mind awareness. Reverese will also be true – how many referrals come for “promoted Brand Terms” through search engines.
Comments?
Technorati Tags: web 2.0, web analytics
Filed under: Online Marketing, Web Analytics, web 2.0
While reading “Latest Newspaper Circ Decline Spotlights Need For Online Offset | paidContent.org” I was reminded of the discussion I had with Aditya today. With news going online, RSS feeds, all logic says that the newspapers should die. Analysts have been saying this since year 2000. But have the newspapers died? No.
The circulation has come down, the staff has been downsized, lot of publications have closed down…however, the industry still survives.
I still read newspapers – time spent has gone down and I read while watchin TV – nevertheless I still subscribe to TOI.
Habit is one answer. But will the future generations stick to newspapers?
Another one is credibility. Online medium provides news at a click, at lightning pace – but do the sources have credibility? The traditional media powerhouses are still the one with credibility.
But will the newspapers survive in the same form? No. They will need to re-invent themselves.
What will be the future of newspapers? Will they become magazine like? On Demand? Online only? Higher frequency? Local only?
There are more questions than answers.
Filed under: Internet, Strategy, web 2.0
October 17, 2006 • 4:25 pm
Join Red (RED) is a multibrand (cause) marketing campaign. Seems like CSR initiative, but is more than that. It is really SMART marketing. American Express, Converse, Apple, Armani, GAP, Motorola have come out with “product RED”. Part of the proceeds from the sales go to AIDS relief in Africa.
Filed under: Internet, Online Marketing
NYT reports that Reuters becomes the first establsihed agency to dispatch a full time reporter on Second Life.
What next? Virtual – Marraiges, Recruitment, Families?
And how does the perception of a Brand get impacted? Is Reuters “In” becuase they have a “Second Life” presence? Are we looking at an era where it would become mandatory for your Agency-on-Record to handle “virtual world” campaigns?
Technorati Tags: Reuters, web2.0, second life, online marketing
Filed under: Online Marketing, Social Media and Networks, web 2.0
