Measurement of online Advertising effectiveness case study: ATM Mobilis
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Date
2016-06
Journal Title
Journal ISSN
Volume Title
Publisher
Ecole des Hautes Etudes commerciales
Abstract
The rapid increase in the number of internet consumers is on a swift rise globally and is used
by people irrespective of age and location. As we all know, internet has become a chief
medium for entertainment, communication and is constantly developing replacing the
outdated informative mediums. Outmoded marketing mediums such as television, magazines,
newspapers, radio, etc. are becoming a thing of the past (George Scifo, 2010). Online
advertising gives a wider coverage area that supports in making the advertisements reach
wider audiences which may yield better results. Additionally, online advertising is much
faster than offline advertising where the advertiser has a greater scope to deliver more
information to the potential customer at a relatively low cost. Online advertising helps the
advertiser in making an ad campaign more profitable by reaching the target audiences. The
effectiveness of online media advertising increases by constant improvisation of ads that can
be done with a lot of effective analytics tools available. For instance, the quality of the
advertisements can be improved based on the feedback from the audiences.
Three research questions were developed to answer that problematic . The empirical data
were collected on Mobilis company,The findings showed that the evaluation become the
principle factors for choosing appropriate communication tools for traffic building …, the
method of evaluation and deash boards chosen by companies has a strong influence on
improving the e-Ad efficiency.
Description
Keywords
ATM Mobilis, E-communication, Marketing communication, Digital Marketing Communication, Online advertising