Demystifying the CTR vs. CPA debate

MarkLives asked Michelle Pearman, a media planner at Digivox, to discuss what determines a successful online media campaign. Here Pearman tries to demystify several metrics used for measuring the success of your online campaign and weighs which one brings you closer to meeting your marketing objectives.

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In a world of measurable marketing initiatives, what exactly constitutes a successful campaign? You design a great ad. People click on it. Objective met? Unlikely.

CTR (Click-Through-Rate) has been considered the benchmark for many years surrounded by debates on what constitutes a good CTR. Is this a discussion worth having?

If the objective is to sell tickets to an event, wouldn’t you care more about how many tickets you sold, and what the return on investment on your marketing buck is?

The pragmatic Andrea Mitchell

Andrea Mitchell is one of the original stalwarts of South Africa’s internet economy having been involved in the online advertising and publishing industry since shortly after the commercial web launched in South Africa.

Disruptive marketing is fast becoming a thing of the past

With 2009 coming to a very rapid end The Digital Edge decided to take a look back into the year that was with commentry by local web celebrities. What news stories shocked them the most and what technological advances tweaked their interest in 2009? Find out in daily posts or listen to the podcast.

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