Communicative effectiveness of Internet advertising.

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If you set up key performance indicators correctly, you can correctly evaluate the results of activities, correlate them with labor costs and financial investments in advertising. That is, the KPI system is a tool that is ideal for changing strategy and forecasting earnings.

Communicative and economic efficiency of Internet advertising
The effectiveness of online advertising consists of two elements:


When assessing the communicative list of real mobile phone numbers database effectiveness of online advertising, experts determine the degree of its influence on the user. The term "psychological effectiveness" is used here. But since we consider advertising as a communication marketing channel of influence on the user, it is more appropriate to use the term "communicative effectiveness".

Communicative effectiveness is used to evaluate how an advertising message impacts the target audience in terms of the result of information transfer: what kind of brand or product image has been formed in the eyes of people, how recognizable and memorable the advertisement has become, with what degree of accuracy the advertising message has been conveyed, etc.

Economic efficiency of Internet advertising.

Internet Advertising Effectiveness

Economic - the same as commercial efficiency. Companies use this indicator to assess the feasibility of financial investments.

Economic efficiency is usually determined by communication. That is, the company's sales will be high only if the advertising produces the necessary psychological effect on the potential buyer.

Different commercial enterprises expect approximately the same return from advertising campaigns. In this regard, when assessing the effectiveness and analyzing the results of certain tasks, companies use almost the same KPIs.

Methods for assessing the effectiveness of online advertising vary. When using a comprehensive approach, the most complete set of communicative and economic indicators of effectiveness and their relationship with the use of tools for collecting the necessary information are considered. These data are presented in the table below.

Table 1. Internet advertising performance indicators