As the lines between media campaigns blur, how will you measure your success?
Recently Bravo TV announced a partnership with the geo-location social network, Foursquare. New badges will be integrated into Foursquare that match up with popular Bravo shows. My first reaction to this was: AWESOME!
My second reaction, though, was to wonder how this new kind of campaign will be measured. More and more the lines between different types of media are blurring as integrated marketing campaigns become the norm. How do you measure across media?
Even as campaigns begin to use multiple media channels, it often seems clear which channel is the most important and which are just sidekicks. In the case of Foursquare and Bravo, however, it isn’t clear which channel is being favored. Will one benefit more in the end? How will you compare metrics?
Different media require different metrics, right? But when you begin to mix and match media, which metrics have the most meaning? I really don’t have any experience with this, and I am curious to hear what y’all think.
I would guess that you would want to use different metrics for each media channel that you use in a given campaign, but I am unsure how you would compare different metrics. If you’re focusing on Web site clicks and TV commercial views, do they have equal value? Does one have more value to you? Why?
These are just a few questions I’ve been thinking about since I started thinking about integrated marketing campaigns, and I would love to hear your feedback and experiences in this area.