I have earlier written my blog posts in swedish, but I thought I'll try this one in english. I'm not sure how I will continue my choice of language, I will probably jump between english and swedish when appropriate.
Today clients and marketeers within the online marketing industry need to be more aware of the benefits and results of Cross-channel marketing. The effect has earlier been difficult to measure but with new analysis methods and technology support it should now be a part of every result optimised online campaign.
New online marketing technology advancements continues to increase the dimensions of analysis methods for the online consultant. However far from all marketeers make use of the best online marketing practices. A smart online marketeer should parallell to technology advancements always seek to refine, redefine, and reengineer the metrics and measurement methodologies which should be used to analyse online campaigns.
To be be the best in online marketing one must persue the seek of answers to critical and complex questions. Ofcourse there are alot of issues to address but recently there has been extra attention to one, the crossover effect between online media and offline behavior, and offline media and online behavior? Also, how does the combination of both affect one or the other independently and together?
The Cross-channel measurement is today a hot topic. It must be part of your measurement set in some way. Otherwise, you risk underestimating your online efforts value or making optimization and budget allocation decisions with incomplete, incorrect information.
Numerous studies demonstrate a significant combined effect of simultaneous on- and offline media. I will not go inte these into details but you can find
a good example in the IAB's Cross Media Optimization Studies.
