If you work in digital, you’re probably getting a bit tired of the ROI question by now. We are all tasked with justifying our pitches and projects with proving where the ROI lies directly. We need to show that whatever ad, video or app we run, directly leads to X number of sales online, or X number of conversions.
However, we’ve all been making a huge mistake. We (marketers, brands, agencies) have assumed that because you ‘can’ buy online, whatever you run online ‘should’ lead to direct sales. TV never had this problem because you could never get into the TV to buy the product. Billboards, radio ads, cover-wraps, inserts, advertorials all never had this problem for the same reason.
Since it’s physically possible to buy from the place that you’re running your digital campaign, we’ve assumed that this is how we judge success. That’s where we’ve gone wrong, and where we will keep going wrong. We’ve thought that because you can just be a click away from buying a product or converting on a website, if users don’t do that straight away, it’s a failure. So the ‘trust’ remains in costly methods such as TV, which will never be expected to prove this because they can’t. Read the rest of this entry »
eBrand Media is in the process of rebranding eBrand Interactive as Medianista. We think the word eBrand” is rooted in the web and is a reflection of another era. As an increasing number of people use smart phones, tablets and phablets to work, purchase and play; we believe that name Medianista will better reflect our proven agency capabilities not only on the web but in mobile marketing as well.
It’ll take months but once launched; Medianista will continue to do what eBrand Interactive has always done — deliver industry-leading marketing solutions from our value added platform along with continuing to provide our famous platinum level client support.
Below are the 1st logo mockups to come from our design department.