Quantifying the effectiveness of marketing is an age old problem. As John Wanamaker century ago, "half the money I spend on advertising is wasted, the trouble is, I do not know which half." The big difference today, however, is that the Internet allows detailed tracking of marketing campaigns in real time, or imminent. example of how to use the Internet to dramatically improve the efficiency of marketing. Centers to guide Microsoft Security marketing campaign that was designed to change the perception of the professional security software products Microsoft. Integrated marketing campaign involving the print media, analyst relations and Internet advertising. advertisement was developed for the management of IT professionals on a Web site security management, and then sign them for free in person classes safety training. illustrates two important best practices of marketing in the Internet era: first, the campaign was is designed to be measured, and, secondly, Dexterity was designed in the campaign. In addition to tracking clicks weekly data from print and online advertising, the campaign also used Internet popup customer surveys perception. Analyzing the mouse, although the data, Microsoft realized that it was a problem at the end of the first week of the campaign - had far fewer registrations for courses than expected. By the end of the second week of the campaign has been changed, resulting in a huge improvement in performance. Creates performance illustrates the pros and cons of this approach compared to Microsoft more traditional campaign. demonstration, rather than creating a big bang campaign, high marketing organizations today are constantly experimenting. They build flexibility in the campaign and to develop them to be measured. "Hide
by Mark Jeffrey, Ichiro Aoyagi Ed Kalletta Source: Kellogg School Management 22 pages. Publication Date: January 1, 2006. Prod. #: KEL189-PDF-ENG
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