Much is made of using an online ad's CTR ( Click-Through Rate ) as the measurement of its success. Basically speaking, it measures the folks who see the ad and click on it to see more. For the vast majority, that's the end - "seen it, not interested, good-bye". For many of us, that may not be enough.
While it is certainly an interesting statistic in evaluating the amount of initial traffic your campus advertising is generating, the true test is in the conversions to sales or purchases. As a business interested in successful marketing to college students, you really can judge the ads worthiness by product sales. You can go through the effort of counting the number of people that walk by your store each day, and comparing that to the number that actually opened the door and came in. You might even have more people enter your store than any of your neighboring stores. You might even get 90% of the walk-bys to come into your store. But if none of them buy anything - it's not worth much.
The same holds true for mobile advertising. Many companies have huge "hit rates" on ads or blogs that direct potential customers to products that are no longer available, or to pages that don't exist. You can have the best writers on the planet, but if nobody looks at it, or worse, nobody buys the product, it didn't do its job for you.
If getting a foothold in the college campus marketing arena is a serious mission of your company, then spending some quality time to build successful advertising strategies should be at the top of the list. You will certainly also want to measure its success in product sales. While market traffic is certainly an interesting piece, focusing on what brought the buyers in is better.
OnCampus Advertising specializes in helping businesses make a successful venture into the college campus market. And building strategies that can guide them in measuring what works and what doesn't is a big part of it. Stop by our website and take a look at the various types of advertising available, and when you're ready, give us a call at 1-888-428-7237.
While it is certainly an interesting statistic in evaluating the amount of initial traffic your campus advertising is generating, the true test is in the conversions to sales or purchases. As a business interested in successful marketing to college students, you really can judge the ads worthiness by product sales. You can go through the effort of counting the number of people that walk by your store each day, and comparing that to the number that actually opened the door and came in. You might even have more people enter your store than any of your neighboring stores. You might even get 90% of the walk-bys to come into your store. But if none of them buy anything - it's not worth much.
The same holds true for mobile advertising. Many companies have huge "hit rates" on ads or blogs that direct potential customers to products that are no longer available, or to pages that don't exist. You can have the best writers on the planet, but if nobody looks at it, or worse, nobody buys the product, it didn't do its job for you.
If getting a foothold in the college campus marketing arena is a serious mission of your company, then spending some quality time to build successful advertising strategies should be at the top of the list. You will certainly also want to measure its success in product sales. While market traffic is certainly an interesting piece, focusing on what brought the buyers in is better.
OnCampus Advertising specializes in helping businesses make a successful venture into the college campus market. And building strategies that can guide them in measuring what works and what doesn't is a big part of it. Stop by our website and take a look at the various types of advertising available, and when you're ready, give us a call at 1-888-428-7237.
Powered by Compendium
Comments for Measuring the success of On-Line College Advertising