SigMT Spring 2018

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Page 24 of 115

SiG MT 25 Text by Amy Dardis BACK TO BUSINESS More doesn't always mean better. Transparency In Digital Advertising ...And Why Impressions Don't Really Matter It 's easy to fal l into the trap of more. But it 's impor tant to ask yourselves w hat i s it that you're actual ly af ter? W hat are you tr y ing to accompli sh w ith your marketing ? In today 's dig ital world there are so many marketing options and no end to the amount of people tr y ing to sel l you something. One of the more common sel ling tactics dig ital adver ti sers li ke to use i s to promi se you they ' l l get your ad a cer tain amount of "impressions". An impression just means it was di splayed. It doesn't mean people actual ly saw it or reg i stered it in their brain or engaged w ith it in any way. It al so doesn't mean that the impressions lead to tang ible results in your business...

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