Are You Holding Digital Marketing Accountable for Sales?

Digital marketing is a broad term, and sometimes the scope of a digital marketing plan can seem too wide to understand what – exactly – it’s doing for the bottom line.

One example is found in a recent white paper from comScore. The white paper found that nearly a third of digital advertisements are not “in-view,” meaning they aren’t seen by consumers and are therefore wasted. In the study, “in-view” meant that an ad impression had at least 50% of its pixels in the user’s view for at least one second.

Wasting nearly a third of online ads is a clear sign of marketers not demanding enough accountability from digital marketing campaigns. While there is always room for improvement in marketing campaigns, smart agencies know that it’s crucial to optimize marketing initiatives and tie them straight to revenue. Savvy digital marketing takes analyzing the numbers and constantly improving the digital strategy, making sure marketing dollars are being spent to directly boost ROI.

Closing the loop between marketing and sales shouldn’t be the hope—it should be the rule.

How is your digital strategy affecting your bottom line?