The use of analytics has changed over and over since the conception of the internet many decades ago. However, according to Sean Cotton, a writer for Marketing Tech News, we are using an outdated metric for our digital campaigns. While click through rates used to be helpful in determining success of campaigns at the dawn of the internet this was mostly due to the fact that marketers believed a click on an ad was due to interest and not the flashing theme or bright colors of the ad tricking people into clicking it. In the modern day of the internet, ads are barely ever clicked on. In fact, it is estimated that around 60% of mobile banner ad clicks are accidental. This is due to 'bots' clicking on ads and because it is a bot there is no way for the click to turn into a ROI.
Overall, this article points out many facts about why click through rates are obsolete. While this metric can be useful in certain instances, it cannot be the only metric used to determine our targets responses to campaigns. When paired with other metrics the data we use can give us a full picture instead of just the amount of people who clicked on the advertisement. When paired we can use the metrics to find the percentage of clicks which resulted in someone investing in the product we are trying to sell. This leads to a much more accurate and concise way of defining the success or failure of a digital campaign.
Source: Cotton, Sean. "Why Marketers Need to See beyond Click-through-Rate." Marketing Tech News, 9 Nov. 2017, www.marketingtechnews.net/news/2016/nov/09/why-marketers-need-see-beyond-click-through-rate/.
By: Mackenzie Jones
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