Author: Laurent Florès
Publisher: Palgrave Macmillan
Reviewer: David Richter, Marketing Manager at Octopus HR Software
These days almost all businesses use digital media as part of their marketing efforts. Yet despite its early promise as the most accountable of all forms of media many companies fail to measure their digital marketing campaigns effectively.
This book provides a logical framework for businesses to measure the effectiveness of digital marketing and looks at which metrics provide effective measures at each stage of the AIDA model. While it frequently mentions ROI it serves as a useful reminder that, try as we might, it’s not always possible to attribute an accurate financial return for all marketing activity but that’s not the only metric that matters. Throughout the book the theory is supplemented with relevant case studies and interviews with industry experts.
The author is extremely knowledgeable on this and delves into qualitative and quantitative metrics for each stage of the AIDA model depending on whether it’s a paid, owned or earned form of media. The amount of detail presented is also the book’s weakness, it’s not a light read and often feels like an academic paper. Even though each chapter features both executive summary and key points sections I regularly found myself having to re-read pages to digest what was being said.
With the longer sales cycles and multiple stakeholders inherent in B2B marketing, the effective measurement of digital marketing activity is of critical importance. While much of the focus throughout the book is on consumer brands it doesn’t require a huge leap of the imagination to see how the theories and frameworks discussed can be applied in a B2B context. This book deals with a complex issue and the framework it presents to solve this provides a logical and practical solution. On this basis, despite it being heavy going at times, I believe this book will be of use to B2B marketers.
Star Rating:
