Jan 08
17
With all of the buzz surrounding the drive to web sales from DRTV advertisements, let’s take a moment to look at the other side of this coin. Advertisers that are using a more multi-channeled approach, including online media, need to make sure they utilize the immense amount of data that goes along with this medium across their other advertising channels. Web analytics has come a long way in the past 10 years and now more than ever the enterprise is driven by these analytics.
Web analytics can gather all the basic information that you would get from a traditional telemarketer, but it also allows the customer to leave a more valuable trail of information that if utilized correctly can change an advertiser’s message on all platforms. For example, page view information allows marketers to see at exactly what stage they are losing potential customers in the purchasing cycle. This enables them to make adjustments to those pages to increase the push to final purchase. They can then implement some of these changes that apply to TV, print, and radio as needed. To take it a step further, advertisers can play a heavy hand in gathering even more voluntary information from customers. Incentive options like free upgrades, options, or shipping if you answer a few questions about the product or transaction can go long way to improving a marketers brand, pitch, price, and even product development.
To make sure you are getting all you can from your web analytics you have to work with a media buying team that can not only understand the importance of the online data, but also see how to make it influence your offline media at just the right moments. As we continue towards a more all-around, direct response driven, marketing environment, advertisers need to manage the flow of data from online to offline in order maximize their ROI
