Interactive Marketing may be getting a facelift this year according to MediaPost’s “Metrics are the New Black” article. According to a recent Forrester Research Survey, interactive channels are expected to be more effective at “delivering on every marketing goal including selling products or services online, driving traffic to a Web site, generating leads and, most importantly, building relationships and loyalty.” The survey also shows that the biggest difference between online and traditional marketing is the availabilty of key performance metrics that are not as accessible offline. However, the tried and true click-through-rate (CTR) may be too simplistic already. Marketers are now focusing on evaluating higher-level metrics–customer engagement, time spent and interaction rates, overall brand sentiment, and true brand conversions on the Web.
What’s your Perspective?