CHAPTER 1
Introduction
“The 2010s will be the Data Decade. Companies that understand how to harness it will win. Those that don’t will perish. The same goes for marketers.”
—Steve Rubel, Senior VP, Director of Insights, Edelman Digital (Advertising Age, January 4, 2010)
In an era of constantly evolving technologies and platforms, companies large and small need a bulletproof game plan for their digital marketing programs. Digital Impact answers that need by providing readers with a complete set of guidelines, along with practical strategies, for both engaging consumers online and ensuring maximum return on investment.
But you can stop reading this book now—unless you fundamentally identify with the two common challenges facing digital marketers today:
1. Lack of adequate metrics and measurement systems to drive marketing performance.
2. Frustration with how to effectively engage online consumers, who have short attention spans, face abundant choices, and are increasingly resistant to advertising messages.
In this book, we’ll explore solutions to both of these big challenges in considerable depth and explain two core strategies you can use to address them in every online channel you employ. You’ll learn:
1. The seven most important digital marketing metrics every marketer should know.
2. How to establish the right measurement system for your organization.
3. How to break through advertising clutter and engage with consumers on a deeper and more personalized level.
4. How to calculate ...
