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Atlas Institute | Digital Marketing Insights:Proof That Online Advertising Works

Tham khảo sách 'atlas institute | digital marketing insights:proof that online advertising works', kinh doanh - tiếp thị, quản trị kinh doanh phục vụ nhu cầu học tập, nghiên cứu và làm việc hiệu quả | Atlas Institute Digital Marketing Insights Proof That Online Advertising Works By Young-Bean Song Director of Analytics Atlas Institute atlas Institute Atlas DMT and Other Industry Leaders Prove the Effectiveness of Online Advertising Online Advertising has been much maligned in recent months. Following the tumble of the NASDAQ many in the industry are scrambling to prove the viability of their advertising-supported business models. Ironically the Internet s own accountability has been its downfall. Due to reports of declining click-through rates CTR banner advertising is suddenly the black-sheep marketing channel. The problem is that focusing on click-through rates misses the point of advertising. Atlas DMT clients have known for years that there is little correlation between click-through rates and sales conversion rates.1 Companies advertise to build brand and increase traffic and sales. If these are what matter why not measure brand metrics traffic volumes and sales to evaluate the effectiveness of online campaigns This is exactly what several recent studies by Atlas DMT and others have done. The findings definitively demonstrate that Online Advertising does help marketers achieve their marketing objectives. Online Advertising Boosts Sales and Traffic A common argument against online marketing effectiveness is that sales and traffic would have increased anyway and that other marketing efforts were responsible. There was no definitive evidence to disprove this until Atlas DMT published a scientific analysis of the true effect of Online Advertising in December 2000. The study was based on the results of a well-branded online travel company and proved that Online Advertising does work. It showed that conversions beyond those directly following clicks represent significant value -which most advertisers are ignoring. Online Advertising Impact Online Travel Sales Atlas DMT used anonymous cookies to compare the actions of a group of Internet users who saw ads against