What's next?

The next big thing in online advertising and public relations has to be a more accurate system of metrics. Current methods just don’t give a true picture of message reach or frequency. Just because an opportunity to see a message exists does not mean it will be seen. And click-through rates don’t account for accidental clicks or the true number of unique users who may see an advertisement or public relations message online. The article “Modeling the audience’s banner ad exposure for internet advertising planning” states the problem best: “Exposure models are traditionally useful in evaluating CPM and effectively reaching the target audience,” but, “conventional reach/frequency exposure models are apparently less applicable for the context of on-line advertising.” The most accurate way to measure success of online advertising or public relations is to make messages interactive. If people take the time to get involved, that at least can be measured more effectively.

It does seem like all advertising online finds at least some success, though. Even fads. Look at pop-ups. It’s obvious people like pop-up advertising the least because everyone complains about the nuisance; but, it’s still a moderately effective tool in creating user lists for future solicitations. Every time a pop-up appears, and a user takes the time to enter a contest, or request more information, his or her personal information ends up in a database, most likely to be sold to others for marketing measures . . . whether in the form of public relations or advertising.

Side note: I really enjoyed the article about Trent Reznor. I’ve always loved his music, and I’ve always known he’s a talented artist. Reznor writes all his own lyrics and composes his own music. I knew he was creative and imaginative. But the marketing idea he pursued was almost too brilliant and too advanced to be effective. I love the mystery and the audiences need to get involved in the search. But I don’t think users were ready for the challenge.