Over the last 15 years (Rushkoff Media Virus - 1994) we have heard the buzz term viral marketing and aside from sounding ominous, we as professionals continue to wax and wane about value tracking, conversion rates, efficacy, impressions and so forth. What is clear is that we are looking at systems and campaign design more closely than ever because we want to better understand our ROI.
Enter H1N1. One of the key things I hear is that there is a test todetermine if an individual has been exposed to H1N1. If you get the illness your body reacts to it and you can be tested for its presence even after you recover. So the challenge is how can we tell if someone has been exposed to our viral campaign.
For to long we have relied on impression metrics, individual activities, and engagement measures to gauge ROI. We need new tools like trackable urls and other other non-invasive (tracking cookies = privacy concerns), and new aproaches beyond the typical canonic validation interaction.
Digital marekting has advantages over traditional media channels, but there are still opportunities yet to be realized. Total awareness of impact could be the defining metric defines digtial ROI. The creative mind that come up with how to pull that off should be celebrated accordingly.
In both cases above...sometimes assumption takes over. My neighbors were tested positively for H1N1, so when my son's fever spike over 104 the doctor assumed that he has H1N1 and told us NOT to come in to get test unless one of the list of scary things happened.
I think it is the same for marketing. We assume we are getting value for our efforts and only take a closer look if something scary happens. Like the CEO/CFO wants proof.
Posted by: sherry heyl | October 05, 2009 at 04:33 PM
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Posted by: Dissertation Topics | October 15, 2009 at 07:49 AM