There’s bad news on the horizon if you’re a communications professional who thinks controlling the message is still en vogue. It ain’t. And it never will be again. Nielsen Online Division, CEO, John Burbank reports that in 2010, the audience will be the center of the web.
What does that mean for your marketing public relations efforts?
With audience-centric metrics, you will soon be able to answer these questions: Who saw my ad? Did my effort affect how people view my product or service? Did they actually by more from my business?
- You will be able to measure your band online just as you could in TV, on mobile, or in print. And competition among online publishers will be more competitive on a new, more level playing field.
- Richer consumer data will drive business growth.
- A brand’s measure of online impact will be the same as on TV or mobile or print. Online publishers will be able to compete—on a level playing field—across media.
With more data, better data, you will understand your customer’s needs better and have the resources to provide the services and products they need and want.
