Unrealistic expectations come from blind ignorance: assuming you know something when you don’t. In fact, you’re likely missing too many pieces to actually be able to set expectations.
I am now a full time independent consultant available to help or accompany media organisations, advertising agencies and advertisers / companies in general on a variety of digital communications fields.
Today we still have to contend with myths. Let’s put a few of these new modern digital marketing myths to light now.
I used to do a presentation back in 2004-06 titled “10 Digital Advertising Myths” and wondered how much had really changed.
Having analyzed those predictions from many tens of such experts in digital marketing alone, each with their own very own specialization, I can with confidence present to you what I believe will be the top 5 digital marketing trends to watch in 2015.
Whenever I’m teaching a group on digital media and start exploring pricing models or measurement and get to the CPP or online GRPs, I always get asked, “what’s a point?” or “what’s a online GRP?”
Yes, you can in fact plan an online campaign with GRPs and relate it to your offline broadcast components. Yes you can in some rare cases buy online media using the CPP pricing model. Yes as well to the fact that you can actually report online campaign performance in actual GRPs.
This post will address these more advanced media pricing models.
Digital media pricing models mimic offline pricing models to a large extent
In digital, that objective will be a variant of one of these three objective types: 1- branding-awareness (association, appreciation), 2- branding-persuasion (engagement , interactive, intent to buy, consumer attitudes and brand attributes) or 3- direct response (sales, conversions, leads, sign ups, downloads…).