Ever since the beginning of online advertising, marketers have been trying to get a grip on measurement. We can all agree that there are too many data points to absorb and act on, if we're going to retain our sanity.
It's old news that click-through rates are not the key. (Marketers started saying that just about the time when click-throughs started dropping through the floor.)
Brandweek came out with an article last week saying that perhaps the new metric is "engagement." Of course, the people pitching this idea are the social media experts -- and social media are all about getting consumers to participate in a conversation . . . or pass along a widget to a friend . . . or make a video of themselves using the product . . . or create a commercial. You get the idea. Engagement.
Brandweek quoted some skeptics.
"There's always been a certain level of engagement as consumers click on a banner," said Jeff Hinz, svp/director of client services at ID Media, a digital services company in New York."
Of course, Jeff's company buys online media for banner ads.
Others said that brand recall and favorable impressions were more important.
I have my bias, too. I say none of it matters unless your marketing efforts make a profit for your company.
Net profit. That's the metric that counts.