One of the common mistakes organizations make in determining the ROI of their online marketing is to limit their scope of measurement to those metrics that are easy to track. For example, it's easy to measure the open-rate or click-through rate of a promotional email. But what kind of offline impact is your email campaign having?
Epsilon recently released a research report demonstrating this very effect, particularly in areas of brand and image. The study found that:
57% of consumers feel they have a more positive impression of companies when they receive email from them, and 50% said they're more likely to buy products from companies who send them email, whether their purchases are online or at a place of business.
The study also found action-oriented effects that rarely get measured. For example, 33% of respondents said they usually visit a site directly after learning about it in email, instead of clicking on a link (are you measuring your Google-generated traffic in relation to your promotional email to see if there is a correlation?). In the retail category, 67% said they purchased at a brick and mortar location after receiving a promo email (do you have a mechanism for tracking the boost email gives your store traffic and sales?).
The same is true for banner advertising and sponsorship, as well as your web site itself. It is important to architect a 360 degree view of the impact across your marketing and sales channels.
You can find the full study here.