Comment

Letters: Look at marketing channels as a whole

Platform: Internet | Author: Mick Emphson, MD, TD Technology, TradeDoubler | Source: NMA magazine | Published: 26.06.08

Email article | Printer Friendly | Comment on this articlemore Comment

From Mick Emphson, MD of TD Technology, TradeDoubler

Much has been written around a customer's online journey to purchase and the concept of click attribution (NMA 28.02.08 and NMA 06.03.08). These viewpoints present a traditional and narrow view of digital marketing, rarely looking at the whole picture.

It's true that a person's behaviour is influenced by various marketing channels and that insight can be drawn from their behaviour in the time leading...

Article continues below

... up to a sale. But marketers often treat these channels in isolation rather than as one. The key is to look at the complete picture.

The time has come to take a more holistic approach when measuring online marketing.