Many advertising executives, have made the argument that even with all the exciting, sophisticated measurement capabilities available online, there are still some significant limitations for advertisers with respect to calculating a hard ROI on every impression. Brand marketing fundamentals remain critical to overall marketing success, even online.
One of the strongest examples of “valuable does not necessarily mean directly measureable” can be found in a piece of research recently published by the Atlas Institute. The study concludes that about 60% of all paid search clicks are on branded terms. That number is simply astounding.
As we improve online brand measurement capabilities, we will learn more and more about exactly how much that difference will be worth at the cash register, but we certainly shouldn’t ignore the obvious value here in the meantime.
The other just as important and also equally inescapable conclusion is that marketers who only spend on search are losing potential sales to those marketers who use the full funnel.