As we had known that digital media grows very fast. By the end of the day, after we decided to use digital media, management will ask questions how effective digital media is? Whether the money which was spent in digital media bring advantage to the brand? And so many questions about that.
Some research agency, nowadays, developed some tools to do some measurement on digital media. The measurement covers the quantitative part as well as the qualitative part.
Some measurement are:
- measure the statistics such as ad clicks, page view, ad view, link from which site etc.
- survey among those expose to the net and control (who don't expose to the net). Compare their awareness, ad recall, message recognition, brand purchase etc.
- evaluate what consumers say: analyze all discussion, brand mentioned in blogs, social media, forum etc.
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