In the past, I have taken a pretty hard stance on the idea that norms and averages across social advertising campaigns should not be used when trying to establish goals and measures of success. The chart below, which illustrates website visitor data for 43 Ad Council campaigns, supports this notion. It is clear that there [...]
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Creating goals and evaluating the success of our social marketing campaigns tends to elicit the same types of questions: What can we expect from this campaign? While these types of questions help provide context (in setting expectations and evaluating whether or not a campaign did well), they force us [...] |
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