Tag Archives: IAB
The inside scoop on how you can get a competitive advantage by including organic search engine visibility in your marketing mix.
One of the primary goals of traditional advertising is to create demand for a product or service. An advertisement awakens latent demand by bringing attention to the product or service, or strives to create demand by informing us of a need or problem we weren’t yet aware of having.
By advertising in a mix of traditional media (television, radio, cinema, billboards, magazines and newspapers), companies aim to increase their sales. The process is rather hit or miss: a return on investment (ROI) only occurs when a person, sufficiently motivated, passes through a shop’s checkout or orders a service. This ROI is notoriously hard to measure. John Wanamaker summed it up best when he wryly noted,
“Half the money I spend on advertising is wasted; the trouble is I don’t know which half”1.
All of six people were present to represent the Internet’s accountability side in Italy. A pitiful number when you consider the thousands of visitors at the IAB Forum.
Since the Milan WAW, Giovanni Lorenzoni has worked to keep the ball rolling by organizing Web Analytics Association / WAW events in Bologna. Yet therein lies the problem: with the apparently small Italian web analytics community spread across the peninsula, significant meet-ups can only occur when there is a critical mass due to an Internet industry event happening at the same time.
Yet a lot has happened in the last six months. Web marketing practitioners, such as my friend Leonardo Bellini, are writing extensively on web analytics. The Italian blogging community has become even more interconnected through the various barcamp events which have provided a needed pretext to meet like-minded folk outside of the ether-sphere.