MKTG 345 Lecture Notes - Lecture 15: Opportunity Cost, Smart Criteria, Social Media Marketing
Document Summary
Social media is similar to online advertisng especially in terms of the measuring metrics. Reach - the number of people exposed to the message. Frequency - the average number of times someone is exposed. Site stickiness - the ability of a site to draw repeat visits and to keep people on a site. Relative pull - a comparison of how well different creative executions generate a response of creative advertising. Clickthroughs - the number of people exposed to an online ad or link who actually click on it. Sales conversions - the number of people who click through who go on to purchase the product. Viewthroughs - the number of people who are exposed and do not click through, but who later visit the brand"s website. Measurements within a defined context are metrics. Measurements require context to provide useful feedback. Metrics that are tied to objectives are key performance indicators.
