Assessing the Relative Performance of Online Advertising Media

Online marketing campaigns are the big trend in today's advertising world. The obvious advantages of online ad media - low costs, multiple tracking options and better segmentation -, are forcing marketing managers to re-allocate big portions of their advertisement budgets from traditional offline marketing media to online ad campaigns. Several digital communication channels are suitable for online advertising, each serving different communication goals - awareness, engagement, traffic generation, lead generation and sales conversion - according to the overall brand strategy. Yet, which channel or mix of channels should advertisers or marketing agencies employ in order to best achieve its communication goals is something that still remains highly unclear. This is particularly true for advertising markets outside the USA.

Autorentext

Tomás Alves was born in Lisbon on 21 March 1991. He took a Master's Degree in Católica-Lisbon SBE in Management with Major in Marketing. He choose to wrote the thesis in Digital Marketing,with the collaboration of Revshare, an Online Advertising Agency. Currently, Tomás works with E-commerce, Email Marketing, Facebook Ads and Google Ad Words.

Klappentext

Online marketing campaigns are the big trend in today s advertising world. The obvious advantages of online ad media low costs, multiple tracking options and better segmentation -, are forcing marketing managers to re-allocate big portions of their advertisement budgets from traditional offline marketing media to online ad campaigns. Several digital communication channels are suitable for online advertising, each serving different communication goals - awareness, engagement, traffic generation, lead generation and sales conversion according to the overall brand strategy. Yet, which channel or mix of channels should advertisers or marketing agencies employ in order to best achieve its communication goals is something that still remains highly unclear. This is particularly true for advertising markets outside the USA.