Before we get excited and start pulling display budgets, let's bear a few facts in mind before join Digital Media Institute in Ahmedabad : 1) On the User side: When a consumer sees a display ad, a click is only one of a multitude of actions they may take in response. Telling a friend or colleague, typing the URL into a browser, or simply filing away that brand interaction for future reference - these are all actions of interest to marketers who are looking to drive true engagement with their brands... to say nothing of search engine activity, which is demonstrated to be a direct by-product of display advertising. 2) On the Marketer side: Clicks are just the tip of the measurement iceberg - beware the temptations therein! The click may be widely-appreciated for its ease of measurability, but as marketers we need to resist giving in to "Click through Determinism" - the tendency to boil down consumer behavior into the simple arithmetic of click patterns. When a click ...
NIMCJ - National Institute of Mass Communication & Journalism, Ahmedabad the Mass Communication College in Ahmedabad providing specialization in Print, Electronic, Digital Media, Social Media, Advertising, Corporate Communication, Public Relation.