Hot to Justify Spending Online

February 9, 2008 | By Marc Porcelli | No Comments »

Now that we are in a recession or just about to enter into a recession, how are those responsible for marketing dollars going to justify online advertising spending? To me the answer is very easy, how can they not? One of the first places organizations are going to cut back is in the marketing department, particularly on the branding side.

Having come across a recent article published by Knowledge@Wharton, Wharton’s online business journal. The article titled, “If Online Marketing Is the Future, Why are some CMOs Stuck on the Past?” The article brings up some excellent points regarding the hesitation of shifting a larger percentage of spending online, which according to Google currently stands at just 6%.

I won’t attempt to get into the benefits or lack there of them regarding branded advertising only to say that’s it is a great expense which is very difficult to quantify based on returns that can proportionately be had by spending online.

Online marketing can be tracked and put into an affective ROI. It is the ability to know exactly how creative X performed against creative Y. It is being able to target by geographic and demographic locations knowing exactly how site X converts against site Y. Perhaps more importantly it is the ability to assess the true cost and value of a acquiring a new user or sale.

Simply put marketing online fosters the ability to make real-time quantifiable and actionable decisions, which equate to results thus equating to justified spending online. You can’t get that offline!

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Category: Affiliate Marketing, Monitization, Online Marketing

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